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 conf