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: How we doubled sales by focusing on less; Number: 2008/28; Brand: Lucozade Sport; Client: GSK; Product Category: 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; Prize Winners: Silver (Adworks ref: Advertising Works 17)