“As a result of the raft of activities Lucozade launched on the YES platform, the brand gained 2.1m new customers and a £21.5m sales uplift”
Reconnecting with an increasingly remote target
Lucozade was not connecting with its younger audience and was losing share and leadership in an increasingly competitive market. To re-establish the brand’s equity, there was a need to create a single-minded identity to allow the whole to be bigger than the sum of its parts. A raft of insight work we had conducted on the brand informed the development of campaign ideas by Grey.
A refreshed brand and re-engaged consumer
Working in close partnership with Grey, we channeled the findings into a clear direction for a compelling new positioning and communications platform for Lucozade. The resulting YES campaign achieved great cut-through and reenergised the brand, leading to an additional £21.5 million sales.