Lucozade Sport – Doubling sales by focusing on less

Over the past three years, Lucozade Sport has doubled in size, largely as a result of its stated aim of engaging a smaller group of consumers in in-depth conversations.
Agency: MediaCom/M+C SaatchiAuthors: Chris Binns, James Joice and Clare Newman

Lucozade Sport – Doubling sales by focusing on less


This is the story of a specific period in Lucozade Sport's lifecycle: 2004–2007. During this period we have reduced our marketing investment but grown the brand at an unprecedented speed.

Specifically we have achieved the following:

  1. Doubled the size of the brand whilst investing less in marketing:

  2. Figure 1: We Have Doubled the Size of the Brand Whilst Investing Less in Marketing 2004–2007

  3. Focused on attracting and keeping a high usage...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands