GlaxoSmithKline - 10 Million Britons (UK)

The mission of Lucozade Energy was to get the people all over Britain out of their energy slumps, by giving them back their lost edge.

GlaxoSmithKline – 10 Million Britons (UK)

Agency name: Billington CartmellClient name: GlaxoSmithKlineCategory: Brand-building

BACKGROUND

Lucozade Energy is an 80 year old British Brand, originally formulated to help recover from illness. These days it is positioned as an energy provider designed to bring you out of a physical energy slump, in order for you to get through your day.

While the Brand has relatively high penetration, as it is perceived to be useful only for an extreme energy need e.g. a hangover, therefore its frequency is low. The task was to get people drinking Lucozade Energy...

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