Lucozade relaunch
Client Lucozade | Agency SapientNitro
Role Senior Creative Copywriter
The problem
To connect with a young millennial audience, Lucozade needed to shift away from their sports science product positioning - without losing the historic ‘performance’ aspect of their identity.
The insight
For a culturally attuned audience, performance doesn’t just apply to sport and it doesn’t have to be serious - it means doing what you love to the best of your ability, and being chill while you do it.
The response
To start, we gave the brand manifesto and TOV a complete overhaul, refocusing it on action, energy and engagement across key cultural pillars: sport, music and street style.
This was applied across the entire brand ecosystem ahead of an integrated campaign relaunching Lucozade to the world. My team developed and delivered the digital and experiential components of the launch and subsequent campaigns, shaping the ATL approach in the process.
One particular highlight was running a hugely successful viral social campaign that took ad soundtrack 'Louder' by DJ Fresh to the top of the UK charts - boosting the brand’s cultural salience with the core audience.
The results
2.5m film views in just two months.
Top sponsored YouTube channel in the UK.
Over 5 mins dwell time with interactive digital content.
Turned ad soundtrack into the (at the time) most pre-ordered iTunes track ever, with over 1.2m YouTube views in the first week of the campaign.
My role
Developing Lucozade's TOV and brand manifesto
Concepting digital campaigns that leveraged influencer content and brand partnerships.
Developing social strategies covering Facebook games, content, competitions and sponsored posts.
Writing content across the digital ecosystem.
Growing the account from purely digital into experiential via festival partnerships.
Creating launch campaigns for new product lines.
Working with CDs and design leads to oversee content production.
Awards
Winner, Best FMCG Brand
Marketing Week Engage Awards
Winner, Consumer Products Campaign
DADI Awards
Winner, Festival Communications
ICVA Awards
Commendation, Social Media Marketing
Lovie Awards
Finalist, Community Awards
BIMAs
Finalist, Multi-Platform Award commended
BIMAs
