Lucozade Sport: Bringing the World Cup home

This case study describes how Lucozade Sport, the energy drink, engaged its UK target audience of grassroots footballers during the 2014 World Cup.

Lucozade Sport: Bringing the World Cup home

Campaign details

Agency: TROClient: Suntory LtdCategory: Sponsorship/Joint Effort/Tie-inCountry: UK

Background

Since 2013, the UK Sports drinks category started to grow. This was predominantly driven by Lucozade Sport which was the clear market leader in the sports drink category with 67% market share. Powerade was its nearest competitor.

The brief set by Lucozade Sport was to be the most "talked-about" sports drink during the 2014 FIFA World Cup – a challenge given that Lucozade Sport had no sponsorship rights, not to mention the amount of brand noise...

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