To sidestep the overcrowded, caffeine-driven energy drink market, Pepsi approached IDEO to develop a drink that could beat late afternoon energy slumps in a healthier way. IDEO's brand-savvy, food and beverage team quickly realized an opportunity to redefine what energy means in the context of a beverage, rather than making an incremental change to existing energy products.

Human factors research revealed that people view energy as more than physical stimulation. People get energy from things like playing with their kids or doing something nice for someone. This meant there was a mental and emotional quality to energy that wasn't being satisfied by existing drinks. Research also indicates an opportunity for a beverage that supplies a more holistic, healthier source of energy. The human factors insights helped the team reframe the question from "How can we help people skip the dip?" to "How can we inspire people?"

The result was Fuelosophy, an energy drink that leveraged a market opportunity by fulfilling a human need. Using the key insights from Pepsi and IDEO's exploration, the team formulated, branded, positioned, and packaged a new energy beverage that is nutritionally and emotionally satisfying. With Fuelosophy, Pepsi has gained distribution into several natural food retail stores.