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.
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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.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsSerious sportspeople
25 - 34
35 - 44
Male
AB
ABC1
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearINCREASE LOYALTY
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