Lucozade: A Case History

Campaign needed to reposition Lucozade as a fitness product aimed at the young adult/teenage market rather than a product aimed at helping recover from illness. Tracking showed that the first 'Daley Thompson' campaign was not successful and why. With a revised campaign concentrating on quality/salience of the product rather than persuasion there was a 40% increase in volume sales, with significant improvement in image within the target group.