Lucozade Sport - A powerful underclaim

Richard Storey

This case counters the convention of advertising to exaggerate by converting a huge performance claim into a small underclaim.

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...

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