Agency: Leo Burnett | Author: Mike Soden |
The Repositioning of Lucozade
BACKGROUND
While new product development work amongst marketeers often produces more excitement and effort, the successful repositioning of a well established is arguably a tougher job. For the company, financially it may be far more rewarding.
Lucozade is a glucose carbonated drink first made nearly 50 years ago. It is now marketed by Beecham Foods in the familiar dimpled 25 oz bottle with yellow cellophane wrap. The product is a highly concentrated source of energy, quickly assimilated into the bloodstream, it is easily digested, and its flavour,...