During the brand’s sponsorship of
the Rugby World Cup get everyday sports
strivers of any sport (not just rugby players)
to drink Lucozade Sport to enhance
their sporting performance.
KEY BEHAVIOUR & COMPARISON
Key Barrier: People are drinking a broader array
of drinks than ever before while doing sport
and don’t know where Lucozade Sport fits.
Key Comparison: The thing that everyone enjoys
about sport – pride in your Home Nation; the players,
the flags, the anthem,the passion!
THE CREATIVE IDEA
Strictly for the home nations
Using our iconic rugby players, we created a full P2P suite of
creative assets to bring to life the Win Rugby Shirts promotion.
Working collaboratively with each retailer we created bespoke,
retailer toolkits, tailor-made for each Home Nation.
For example, a multi-sensorial store entrance installation
in the Tesco Twickenham store that recreated the sights,
sounds and smell of walkingout onto the Twickenham pitch.
Delivered huge brand penetration, with sales increasing
£1m+ per month (vs same period for 2014 Football World Cup),
helping sizeable category growth
Promotional entry rates smashed expected KPIs by 600%
Established a massive step change in enhanced retailer collaboration and tailored activation
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