Lucozade Sport Runs To The 'Edge'
Although Lucozade Sport is proven to improve performance, the core audience of consumers (those serious about sport) were sceptical about the credibility of the Lucozade Sport message. The brand had become relatively well known through advertising but with the sports participants it was designed for, they had hit a wall of scepticism. Lucozade Sport needed to find a way to ensure the claim of '33% improved performance' was not only heard by them but also believed and acted upon.
Runner's World continues to be a bible for runners in the UK. Serious runners use this as both a friend and a coach, so the right campaign would benefit from this very personal relationship. By developing an 8 month partnership with Runner's World, Lucozade Sport were aligning themselves with the recognised expert in the running arena. Also with a strong online community of the specialist sports publication they were able to drive and monitor 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.
To download the full details click here Lucozade Sport Case Study.
