The Lionesses

Lucozade Sport wanted to use its partnership with The FA to champion women’s sport in the UK. Ahead of the 2019 FIFA Women’s World Cup in France, there was no better moment to launch a memorable campaign.

England FA

What we did

Amid the noise around women’s sport and the FIFA Women’s World Cup, we wanted to develop and reposition the partnership to create an inherently shareable brand campaign – #ThreeLionesses – which outshone our big-spending competitors, reduced reliance on media spend and increased brand relevancy amongst women.

To do that, we launched a multi-channel, fully integrated campaign which utilized on-pack, POS, instore, content, OOH and PR to deliver one of the strongest performing campaigns in brand history. At its forefront was a hero film, The Lionesses, which – resulting from a feat of cross agency collaboration –  featured a reworking of Baddiel and Skinner’s ubiquitous ‘Football’s Coming Home’ song.


Impressions for #TheLionesses


Pieces of media coverage


Share of voice


AVE coverage worth


Sales increase


Increase in women buying brand