Lucozade Sport: How we doubled sales by focusing on less - IPA Effectiveness Awards Case Study 2008

Brief Description: This paper shows how Lucozade Sport sales doubled over three years by having more engaged conversations with a smaller group of people. The 'Before, Fuel, Edge' communications strategy was developed to connect Lucozade Sport with the needs of athletes; using it 'before' sport as preparation, providing 'fuel' through functionality and scientific credentials, and ensuring its availability at events for participants and spectators ('edge'). The campaign created a wide variety of partnerships, experiences and content to deliver this multi-faceted strategy and directly connect with the right people. It has generated a short-term payback of £1.04 for every £1 spent ;---(TAGS)--- Full Title: Lucozade Sport - How we doubled sales by focusing on less ; Number: 2008/28 ; Brand Name: Lucozade Sport ; Client: Gsk ; IPA_ProductCoding: Drink (Energy/sports drinks) ; Agency: Mediacom ; M&C Saatchi ; Author: Chris Binns - Director, MediaCom, Clare Newman - Director, MediaCom, James Joice - Business Director, M&C Saatchi ;