Lucozade Sport

Made to Move

Reconnecting a brand with it's audience and getting one million people moving more


Lucozade Sport was losing out to its competitors because its connection with its core audience of motivated exercisers and sporting people was weakening.

The brand went back to its roots to revise it’s positioning and focus on helping people live a more healthy, active lifestyle.

The goal? Get 1 million people moving more by 2020. Here’s where we came in, focusing on building authentic partnerships that help the brand deliver on its ambition, in doing so re-connecting with it’s lost audience.

Partnerships and engaging content with Emily Skye, Bradley Simmonds, Anthony Joshua, Harry Kane, Tough Mudder and OurParks has started the journey to 1 million, with 150K moving more so far.

In addition, brand consideration among the core audience has increased by 37% and, in a flat category, sales decline has been replaced by 2% growth.