Lucozade Hydro Active - How open-plan thinking led to a radical channel solution

Jacqueline Biggs, Anna Donaghey and Jon Wyatt

Lucozade Hydro Active was given a classical, mass-media-driven fmcg launch as a fitness water, designed to hydrate better than other water while you exercise.

Lucozade Hydro Active – How open-plan thinking led to a radical channel solution

Planned by: Jacqueline Biggs, Anna Donaghey, Jon WyattAgency: M&C Saatchi, Fast Track

SUMMARY

This is a case about channel planning. The story begins with a classic FMCG launch...

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