Lucozade finds brand message credibility through specialist magazine

Magazines’ credibility, trust and community help Lucozade Sport overcome scepticism of improved performance claims and drive sales.

Lucozade Sport is proven to improve sports performance. However, research showed many serious athletes remained sceptical over its claims. The brand needed to find a way to ensure that '33% improved performance' was heard, believed and acted upon.

To serious runners, Runner’s World magazine is friend, coach and the place to get accurate, up to date advice and information. To Lucozade its was the perfect media partner to target influential individuals (serious runners) and, by harnessing the close relationship of reader and magazine, challenge their perceptions.

Over 8 months, executions included display, advertorials in the run up to big events, competitions and user generated content – on and offline. The strong online community of the specialist sports publication being able to drive traffic to the Lucozade Sport website.

Lucozade Sport won both 'Best Sports Drink' and 'Best Product' in the 2007 Runner's World Personal Best Awards, voted for by the readers and sales data has shown that year-on-year sales growth was 26%, a massive 21% above target.