LUCOZADE CASE STUDY

Lucozade is an example of a brand which over the years has been completely reinvented and
repositioned many times. For consumers who are over 50, nostalgic memories bring back
images of being poorly as a child, as Lucozade was revered by many mothers’ for its medicinal
properties. Children loved the taste but it was only given in small quantities as if it were a
medicine because it was comparatively expensive and in those days was only sold in chemists.
Lucozade is now available almost everywhere, in supermarkets, newsagents, corner shops,
garage forecourts and vending machines and is often found in the refrigerators side-by-side with
familiar soft drinks like Coca-Cola.
Lucozade comes in different varieties, which are aimed at different markets, e.g., Lucozade
Sport, which has become the UK's leading range of sport and exercise drinks. There is science
behind the concept of Lucozade Sport. It is an isotonic drink, which means that it is specially
designed to be in balance with the body’s own fluids. These drinks are scientifically formulated
to provide a rapid boost of carbohydrate and electrolytes to the muscles, which helps to
maximise sports performance. The carbohydrates within the drinks are delivered in the form of
glucose and the electrolytes are in the form of sodium. The level of active ingredients has been
carefully calculated to help enhance the absorption of the fluid from the intestines into the blood
stream, which rapidly provides both fluid and fuel to the body. Sports and energy drinks have
benefited from increased consumer interest because of the link between diet and health, and
the tendency to adopt healthier lifestyles, which include some form of exercise. Lucozade Sport
is positioned to support GlaxoSmithKline, Nutritional Healthcare’s mission to "help people enjoy
active lives".
The marketing communication, the challenge for Lucozade Sport is to take the brand from the
living room to the sports field. According to research, while 13 million people play sport
regularly in the UK, only three million of those drink Lucozade Sport.
2
MediaCom, the agency planning the Sports Edge campaign, spoke to sports fans and found
that many were sceptical about whether Lucozade Sport would live up to its claim to improve
performance by 33%. The sports fans did, however, recognise that there is a time and place
where real winners demonstrate the edge that they have over other competitors. The goals for
the campaign were to create a dialogue with serious sportspeople, drive consumers to the
Lucozade Sport website (target 0.5% click-throughs) and deliver 5% year-on-year sales growth.
In order to achieve the communication objectives, MediaCom devised a campaign which ran
from January to October 2008. The budget was relatively small and cost less than £200,000.
The promotional tools and tactics were:
„h
samples and on-the-spot advice on how to improve performance.
An experiential project, Sidelines, at 22 running events across the UK, offering product
„h
during the London marathon training phase.
A running radio programme with TalkSport, which was broadcast every Saturday
„h
print and online, opposite editorial on winning.
Print media - magazines included bespoke adverts in specialist sports titles, both in
„h
Advertorials.
„h
Monthly running calendars.
„h
A competition to find the best training routes.
„h
performance in the eyes of the target audience, including every ad break during Tour
de France coverage.
According to GlaxoSmithKline data the campaign was a success and a year-on-year sales
growth of 26%, which is 21% above target, was achieved with a media spend of less than
£200,000.
Questions:
1) Explain how an understanding of buyer behaviour might influence the marketing
communications tools used by Lucozade.
2) Suggest ways in which online and digital marketing communications might
be used by companies selling fast moving consumer goods.
3) Discuss the role of sponsorship in the promotional mix and investigate how important
sponsorship is to Lucozade.
Broadcast activity was focused around environments that reflected heroic

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