Lucozade Sport: Made to Move

Lucozade Sport, an energy drink brand, reversed sales decline in the UK by launching its Made to Move campaign which showed anyone can move through partnership with boxer Anthony Joshua, OOH and the introduction of Lucozade FitWater.

Campaign details

Brand: Lucozade SportClient: Lucozade Ribena Suntory (LRS)Agency: Grey London

Summary

Lucozade Sport was a brand crafted in the image of champions. Decades had been spent showing the nation how this isotonic sports drink could help them win. The blood, the sweat and the tears.

And it worked. Lucozade Sport was a category leader and people up and down the nation wanted what they were selling. But as the nation changed, they didn't. As the nation shunned the idea that keeping fit was about getting on a pitch and thrashing the opposition, their liquid...

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