STONE CONSULTING Ltd

Since its launch in the late 90’s Lucozade sport has the been THE sports Drink in the UK, defeating all comers from other companies. Still though sales were declining year on year, with frequency and penetration scores on the decline. Why? Well simple, relevancy. Consumers believe that sports drink offer nothing more than a bottle of water does.

 

Key to the restage then was bringing back the science credentials of Lucozade, who were the original pioneers of the ‘isotonic’ drink.

 

The upgraded packaging, reflecting both science and ‘sports kit’ cues, linked to a bold ATL campaign, “Hydrates And Fuels Better Than Water”, which features on the multi-pack as a call to action.

 

The restage brought Lucozade Sport back into growth for the first time in 5 years with recent sales still showing share gains.

 

One of the key drivers to relevance for consumers as to what sports drinks offer, is knowing not only that there is a range, but also understanding what the range is for.

 

GSK are a science led company and so bringing to life the relevance and differences of a ‘Hyper’, ‘Iso’ and ‘Hypo’ - tonic drink is key to the point of difference of Lucozade V’s other sports drinks in the market

 

The restage of Sport Lite and the NPD launch of Sport Elite completes the base portfolio. Each pack designed to have a personality in keeping with its positioning while ensuring the science links remain in tact.

 

The launch linked to a digital campaign getting consumers to select their activity on-line and the site shows the Lucozade Sport drink that best suits that effort level, enhancing and enforcing the narrative on the correct product for the activity = maximum results.