Lucozade Sport: Conditions Zone

Matt Tanter

Campaign details

Brand owner: Lucozade Ribena Suntory
Lead agency: Grey London
Brand: Lucozade Sport
Country: United Kingdom
Industry: Non-alcoholic, soft drinks
Channels used: Content marketing, Earned media, buzz, Email marketing, Events and experiential, Internet - microsites, Online video, Print - general, unspecified, Public relations, Social media, Sponsorship - event, property, Television, Word of mouth, advocacy
Media budget: 1 - 3 million

Executive summary

This paper will tell the story of how British sports drink Lucozade created a unique social approach that enabled the brand to outthink the competition and not only lead the conversation in the build-up to the World Cup, but do so in a way that further established the its role as a performance-enhancing partner.

When the 2014 World Cup came around Lucozade Sport had a significant opportunity to build both its performance-enhancing credentials and associations with the England team through the tournament; however, Lucozade knew competition would be at fever pitch during the tournament and that the brand could not afford to cut through in paid media, as it simply did not have the budgets to compete with the global sponsors.