The Brief:

Help reposition the Lucozade Energy brand around the strap line – ‘Do More’, with a focus to drive aspiration and appeal to a younger target audience using a selection of once-in-a-lifetime prize experiences.

Our Solution:

We used our network of global contacts to create a series of ‘challenges’ around the world to form the focus of a nationwide promotional campaign, showing how strong brand-led prizes can be at the forefront of a successful campaign.

Focussing on energising adventures, we created, planned and delivered five genuinely once-in-a-lifetime experiences, pushing the winners to their limits.

The experiences successfully embodied Lucozade’s rebranding  strategy, with a strong appeal to their target consumer:

• Sand boarding down untouched dunes in Namibia.

• Driving cattle across remote plains of North America.

• Heli-hiking on one of Europe’s biggest glaciers.

• Rafting the most challenging rapids of the Zambezi River.

• Racing an Americas Cup winning yacht across the Caribbean.

As a result of the above this was the most successful Lucozade Energy campaign to date, successfully increasing brand awareness and engagement with the target demographic.

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