New campaign builds excitement ahead of FIFA Women's World Cup
This month, with the FIFA Women's World Cup just weeks away, Lucozade Sport launched their Lionesses World Cup campaign. The first part of the campaign saw the release of their Limited Edition Lionesses bottles, featuring England Captain Steph Houghton and striker Nikita Parris.
This is the first time that any footballer, male or female, has featured on packaging and is a momentous occasion for an iconic sports brand looking to help inspire the nation to get behind a team hoping to go a couple of steps further than the men.
With over 16 million bottles expected to be sold, the campaign will not only live on pack but also be supported by a fully integrated multichannel campaign utilising in-store, OOH, digital, social, proximity and BVOD assets, which are all due to go live during this summer’s World Cup and aim to drive brand penetration and shift consumer perception on modernity.
Following on from the launch of the limited-edition Lucozade Sport orange and raspberry flavoured bottles, we then helped the brand create a new version of the legendary Baddiel and Skinner song “Football’s Coming Home”, as part of the wider "Three Lionesses" campaign.
The theme of the reworked tune highlights the adversity women have faced in football for decades and demonstrates the strength and determination of the team, with the aim to inspire the public to get behind the Lionesses at this summer’s World Cup.
With the likes of Alan Shearer, Peter Crouch, Kirsty Gallacher, the FA and the Lionesses all being part of the launch campaign (re-posting the lyrics to the song), the campaign has already generated over 400k views on Twitter alone within the first 24 hours and received excellent press coverage.
This is an exemplary piece of work from Lucozade Sport’s cross agency collaboration and will hopefully be the turning point in attitude towards women’s football.
Our role involved sourcing the talent, and consulting Lucozade Ribena Suntory around the planning for this campaign. We are incredibly excited for the upcoming tournament, and wish The Lionesses all the best!