Lucozade Sport – Doubling sales by focusing on less

Chris Binns, James Joice and Clare Newman

Over the past three years, Lucozade Sport has doubled in size, largely as a result of its stated aim of engaging a smaller group of consumers in in-depth conversations.
Agency: MediaCom/M+C SaatchiAuthors: 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:

  1. Doubled the size of the brand whilst investing less in marketing:

    2. Figure 1: We Have Doubled the Size of the Brand Whilst Investing Less in Marketing 2004–2007

  2. Focused on attracting and keeping a high usage...

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