Lucozade Hydro Active - How open-plan thinking led to a radical channel solution

Jacqueline Biggs, Anna Donaghey and Jon Wyatt

Lucozade Hydro Active was given a classical, mass-media-driven fmcg launch as a fitness water, designed to hydrate better than other water while you exercise.

Lucozade Hydro Active – How open-plan thinking led to a radical channel solution

Planned by: Jacqueline Biggs, Anna Donaghey, Jon WyattAgency: M&C Saatchi, Fast Track

SUMMARY

This is a case about channel planning. The story begins with a classic FMCG launch for Hydro Active, a fitness water, designed to hydrate you better than other water while you exercise.

But Hydro Active had a serious competitor with 100% penetration, 100% distribution and, furthermore, it was free – tap water.

Undeterred, we launched with conviction (backed up by reams of pre-launch research). Mass media drove awareness and trial amongst...

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