The Lucozade "YES" campaign aimed to reposition Lucozade as a "sports culture" brand associated with music among 16-24 year olds. It featured events with celebrities like Tinie Tempah and a DJ Fresh song that gained media attention. While increasing brand favorability, the campaign's focus on music may have caused Lucozade Sports sales to decline 2.7%. The online campaign was more effective at reaching the target audience, but the TV campaign cost more. Streamlining themes across drinks could improve awareness of Lucozade Sports, Sport Lite and Energy.

1. Module 2CPR7H9.2
Sarah Walker
15 February 2012

2. January-November 2011

3.  Collectively the Lucozade
brands are the second
largest in the UK behind
Coca-Cola, but are
experiencing stiff
competition from CCE‟s
Powerade Energy and
Monster drinks.
 Lucozade Sport focuses
on performance and life on
the pitch and on the track.
 Target audience is
young, active consumers
between 16-24 year
olds, with a secondary
audience of professional
athletes.

4. • Create buzz for Lucozade‟s 2011
music-focused YES campaign
and re-engage a younger
audience for the brand.
• To reposition Lucozade as a
“sports culture” brand – one that
acknowledges the role that sport
plays in people‟s lives on and off
the pitch.
• To improve overall sales of
Lucozade Energy, Sport and
Sport Lite.

5. Strategy
Bring the new Lucozade ads to life by allowing
members of the UK public to experience their
very own YES moments.
To engage the specific target audiences
of Lucozade Sport and Sport Lite with tailored
integrated campaigns, using music as
the focal point.

6.  Exclusive Photo shoot with new face of
Lucozade Sport Tinie Tempah.
 Boxing event in underground graffitti
venue for Lucozade Sport ad launch
featuring boxing champion Katie Taylor
and drummer Travis Barker and rapper
Tinie Tempah.
 Ministry of Sound event for Sport Lite ad
launch-DJ Fresh premiered specially
created track “Louder”.
 Music festival activation for Lucozade
Energy- Lucozade roving reporters at UK
Music Festivals.
 Limited Edition Bottles: 7 flavours, 7
bottles and 7 exclusive designs by 7
artists including Plan B, Tinie
Tempah, Calvin Harris and Wretch 32.

8. “Louder” by DJ Fresh Media Coverage
One million+ YouTube hits and 300 pieces of media coverage to date
a UK no. 1 single for Lucozade‟s ad across national, consumer, digital
soundtrack „Louder‟ by DJ Fresh. and trade media.
Highest Pre-Order release on iTunes for 162 pieces of coverage for Lucozade
7 weeks Sport
Playlisted at Radio 1, Capital, The 142 for Lucozade Sports Lite
Box, MTV, BBC 1Extra and many more
Total reach of media coverage: 63m
More than 400,000 copies sold
Awards
YES Campaign nominated for Best FMCG / Consumer Goods Social Media
Strategy in Social Buzz Awards
Honourable Mention at Campaign Media Awards 2011 in Best Grocery, Soft
Drinks and Household category

10. Lucozade has successfully managed to re-position itself as a cool brand that is
associated with great music, with an uplift of 13% in agreement with the statement
that “Lucozade is cool” and 9% agreeing that “Lucozade is associated with great
music” among those who were exposed to the online campaign. Overall an increase
of 22% in Brand Favourability and 12% in Purchase Intent was recorded among those
exposed to both online and TV campaigns.
Research shows that 67% of those who saw the online campaign were in the target
age group of 16-34. Although the TV ad campaign had a larger reach
it was less effective in hitting the target audience, standing at 40%. The campaign had
the most effect when viewed both online and on TV.
However, total sales of Lucozade sport fell 2.7% in 2011, showing that through
focusing on music Lucozade Sport has lost some ground on
stressing its benefits as a sports drink.

11. The Lucozade “YES” Campaign was high-energy and innovative, and certainly helped
Lucozade to position itself and re-engage with their target audience. However, Lucozade’s
focus on a young and music-savvy audience meant that the sports benefits of their Sports Lite
drink was not as stressed as possible, leading to an overall decline in sales. Lucozade’s use
of Tinie Tempah and the Ministry of Sound as celebrity and third party endorsement was
inspired and perfectly echoed the sentiments and interests of their younger target audience.
The release of the DJ Fresh track “Louder” in conjunction with the campaign was also an
excellent tactic to gain media coverage.
Although the campaign was an overall success in terms of re-positioning Lucozade as a
brand I am not sure that the TV campaign was as effective a ROI as the online
campaign, costing 17% more and reaching 27% less of the target audience. Finally, because
of the multitude of different ads and events within the “YES” campaign it is difficult for the
consumer to differentiate between Lucozade Sport, Sport Lite and Energy drinks. A more
streamlined campaign approach with fewer different themes and faces would improve brand
awareness of the three different drinks within the campaign.

12. Resources
Building Brands Online Trilogy
http://www.iabuk.net/sites/default/files/research-docs/Building%20Brands%20Online%20-
%20Lucozade.pdf
Campaign Media Awards 2011 http://www.mediacom.com/en/news--
insights/news/2011/11/mediacom-uk-triumphs-at-campaign-media-awards-2011.aspx
Morris, T. and Goldsworthy, S. (2012) “PR Today”, Palgrave MacMillan, London
Pop's popular--but sports drinks power growth.
http://www.thefreelibrary.com/Pop's+popular--but+sports+drinks+power+growth.-
a0278171600
PRCA http://www.prca.org.uk/default.asp?pid=1126&sid=490
Social Buzz Awards http://www.socialbuzzawards.com/nominations/
Splendid Communications http://www.splendidcomms.com/lucozade-yes-campaign
U Talk Marketing
http://www.utalkmarketing.com/Pages/CreativeShowcase.aspx?ArticleID=20830&Filter=0&
Keywords=&Order=LATEST&Page=3&Title=Lucozade_Sport's_