Lucozade Sport: Making journalists sweat, to improve the brand's fortunes

This case study describes how Lucozade, which leads the UK sports drinks category, successfully tackled some very negative press, reversing its falling sales and consumer perception.

Lucozade Sport: Making journalists sweat, to improve the brand's fortunes

Agency: Grey London

Brand: Lucozade SportAdvertiser: Lucozade Ribena SuntoryCountry: United Kingdom

Objectives

This is an unusual case, with an unusual solution.

It's a case about a category leader who had to tackle head-on some very negative press about the category, which was hitting it hard in terms of sales and consumer perception. The solution: influence the influencers, and in doing so, create a story that the influencers themselves would telegraph to the consumer on our behalf. Thereby changing the brand's fortunes.

Lucozade Sport leads the UK Sports Drinks...

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