Lucozade Energy ‘Do More’
Client: GSK
Brand: Lucozade Energy
Discipline(s): Integrated, Promotional, Advertising
Ideas Matter
To help reposition the GSK brand to appeal to a younger audience, 2009's 'Do More' activity sent a few lucky winners around the world on the ultimate epic adventure. As part of our integrated campaign for Lucozade, it proved to be the most successful brand relaunch in GSK's history.
The fully integrated campaign offered the chance to win 90 'Amazing Adventures' every day, which meant the nation's biggest daredevils couldn't wait to get their hands on bottles of Lucozade.
Results Matter
'Do More' surpassed all Millward Brown targets - a crucial indicator of the brand's successful respositioning. As well as smashing its sales KPI's, 'Amazing Adventures' delivered a 25% increase on expected redemptions - making the campaign GSK's most successful integrated Lucozade Energy campaign to date.
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