Agency: MediaCom/M+C Saatchi | Authors: Chris Binns, James Joice and Clare Newman |
Lucozade Sport – Doubling sales by focusing on less
1: THE MANAGEMENT SUMMARY: LESS IS MORE
This is the story of a specific period in Lucozade Sport's lifecycle: 2004–2007. During this period we have reduced our marketing investment but grown the brand at an unprecedented speed.
Specifically we have achieved the following:
Doubled the size of the brand whilst investing less in marketing:
Focused on attracting and keeping a high usage...
Figure 1: We Have Doubled the Size of the Brand Whilst Investing Less in Marketing 2004–2007