Lucozade Sport: Harnessing the climate to influence the conversation

Matt Tanter, John Jones, Mike Alhadeff

Campaign details

Brand owner: Lucozade Ribena Suntory
Lead agency: Grey London
Contributing agency: TRO
Brand: Lucozade Sport
Country: United Kingdom
Industry: Energy drinks
Channels used: Content marketing, Earned media, buzz, Events & experiential, Internet - display, Newspapers, Public relations, Social media, Sponsorship - event, property, Television
Media budget: $1 - $3 million

Executive Summary

Lucozade Sport is an iconic British brand famous for its performance-enhancing credentials. However, the brand had seen its credibility and authority weaken. The 2014 World Cup was an opportunity to create authority among a large audience. But it would be a difficult opportunity to seize against huge competitor budgets.