Lucozade Sport: Harnessing the climate to influence the conversation
Matt Tanter, John Jones, Mike Alhadeff
Campaign details
Brand owner: Lucozade Ribena SuntoryLead agency: Grey LondonContributing agency: TROBrand: Lucozade SportCountry: United KingdomIndustry: Energy drinksChannels used: Content marketing, Earned media, buzz, Events & experiential, Internet - display, Newspapers, Public relations, Social media, Sponsorship - event, property, TelevisionMedia budget: $1 - $3 million
Executive Summary
Lucozade Sport is an iconic British brand famous for its performance-enhancing credentials. However, the brand had seen its credibility and authority weaken. The...