CASE STUDY: Lucozade Sport increase sales with Runner's World
Provided by Time Inc. UK
Despite doubts about their '33% improved performance' claims, Lucozade Sport managed to climb back on top.
What was the Challenge / Background of the Campaign?
Lucozade Sport had not convinced their core target audience, serious sportspeople, that their '33% improved performance' claim rung true. They identified Runner's World magazine as the bible for runners in the UK and so formed an 8 month partnership with them. This campaign included advertorials in the run up to big events, competitions and user generated content, both on and offline. Aside from winning 2 awards voted for by readers of Runner's World, Lucozade saw sales 21% above the target. Find out more...
What was the Campaign Objective?
The brand needed to find a way to ensure that the '33% improved performance' claim was heard, believed and acted upon.