Lucozade: A Case History

The advertising campaign to reposition Lucozade away from its original context of recovery from illness to association with athletics/fitness, targeted to teenagers and young adults.
Agency: Ogilvy & MatherAuthor: Gerard Smith

Lucozade: A Case History

SYNOPSIS

This paper describes how advertising was used to reposition a famous brand. The effects of the advertising were immediate, and yet the case shows how the brand's subsequent growth was made possible purely by the advertising. It did so by encouraging a new target audience to view a familiar brand in a new light; generating a desire for purchase. The scale of the success is remarkable. Annual volume in 1991 was five times higher than in the year preceding the launch of the new...

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