The Repositioning of Lucozade

Mike Soden

Describes the initial advertising campaign to reposition Lucozade away from its original context of recovery from illness to an in-health context The key solution came from the finding of a usage and attitude study which showed that much of the volume was consumed by adults for refreshment.
Agency: Leo BurnettAuthor: Mike Soden

The Repositioning of Lucozade

BACKGROUND

While new product development work amongst marketeers often produces more excitement and effort, the successful repositioning of a well established is arguably a tougher job. For the company, financially it may be far more rewarding.

Lucozade is a glucose carbonated drink first made nearly 50 years ago. It is now marketed by Beecham Foods in the familiar dimpled 25 oz bottle with yellow cellophane wrap. The product is a highly concentrated source of energy, quickly assimilated into the bloodstream, it is easily digested, and its flavour,...

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