Lucozade Sport: Harnessing the climate to influence the conversation

This case study describes how Lucozade, a well-known energy drink brand in the UK, created a test lab during the 2014 World Cup to provide scientific results and lead the conversation about the physical conditions of playing football in Brazil, to raise its brand profile.

Lucozade Sport: Harnessing the climate to influence the conversation

Matt Tanter, John Jones, Mike Alhadeff

Campaign details

Brand owner: Lucozade Ribena SuntoryLead agency: Grey LondonContributing agency: TROBrand: Lucozade SportCountry: United KingdomIndustry: Energy drinksChannels used: Content marketing, Earned media, buzz, Events & experiential, Internet - display, Newspapers, Public relations, Social media, Sponsorship - event, property, TelevisionMedia budget: $1 - $3 million

Executive Summary

Lucozade Sport is an iconic British brand famous for its performance-enhancing credentials. However, the brand had seen its credibility and authority weaken. The...

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