Lucozade Sport – A powerful underclaim
Planned by: Richard StoreyAgency: M&C Saatchi
SUMMARY
The culture and language of advertising is rooted in exaggeration, with talk of amplifying competitive advantage, exploding out propositions, extending brand equities and expanding markets.
This case bucks that convention by converting a huge performance claim into an infinitesimal underclaim. We inherited an impressive and rigorously justified fact – drinking Lucozade Sport improves top athletes' endurance by a whopping 33%. But sceptical consumers felt this was a bit of a whopper – at odds with the reality and psychology of sport. To find a...