The National Lottery’s feel-good rebrand – from lucky winners to funding good causes

The National Lottery reversed a four-year decline in public sentiment through a rebrand that focused on the good causes it supports.

The National Lottery has been a household name since it launched in 1994 but by 2017 that near-universal brand recognition was being hindered by a growing negative public perception.

The brand knew its “It Could Be You” slogan was old and a major rebrand was needed. It had further compounded its perception problem by adding new games and scratchcards to its site and in-store outlets which incoming CMO, Keith Moor admits just confused the public.

“It was quite clear the National Lottery had not really paid much attention to its brand,” he acknowledged at The Festival of Marketing’s The Bottom...

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