Lucozade NRG - 'It's not the brief, but the spin put on it that counts'

Mark Blair

The original premise behind the launch of Lucozade NRG is simple. Lucozade's sales are relatively weak among teenagers; teens drink more carbonates than any other age group; competitors such as Tango and Pepsi Max are profiting from this market segment; and Lucozade wants to join them.
Agency: Ogilvy & MatherAuthor: Mark Blair

Lucozade NRG - 'It's not the brief, but the spin put on it that counts'

 

GETTING TO THE RIGHT PATH

The original premise behind the launch of Lucozade NRG is wonderfully simple. Lucozade's sales are relatively weak among teenagers; teens drink more carbonates than any other age group; Tango and Pepsi Max are cleaning up with them; we want some of the action.

This is 1993, and Lucozade's brand image is rent down the middle among teenagers by two opposing forces. The public face of the brand (supported by...

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