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...