Lucozade: A Case History - IPA Effectiveness Awards Case Study 1992

Brief Description: Campaign needed to reposition Lucozade as a fitness product aimed at the young adult/teenage market rather than a product aimed at helping recover from illness. Tracking showed that the first 'Daley Thompson' campaign was not successful and why. With a revised campaign concentrating on quality/salience of the product rather than persuasion there was a 40% increase in volume sales, with significant improvement in image within the target group. ;---(TAGS)--- Full Title: Lucozade : a case history ; Number: 1992/110 ; Brand Name: Lucozade ; Client: Smithkline Beecham ; IPA_ProductCoding: Drink (Energy/sports drinks) ; Agency: Ogilvy & Mather ; Author: Gerard Smith ;