Lucozade Sport: ‘Last Men Standing’

GlaxoSmithKline Consumer Healthcare (GSK) is combining its category leadership and scientific expertise in 2013 with a £9 million marketing investment and new scientific claim for its No.1 Sports Drink brand, Lucozade Sport.

 

The makers of Lucozade Sport are launching a new advertising campaign: ‘Last Men Standing’, which broke on Saturday on ITV1 during the FA Cup matches between Brighton and Hove Albion and Newcastle as well as West Ham v Manchester United. The campaign sees the introduction of the new scientific claim: Lucozade Sport hydrates and fuels you better than water.  The claim is based on actual scientific tests, which have been dramatised and brought to life in the new TV advert. Set in laboratory conditions, twenty four athletes go head to head in a performance challenge - half fuelled by Lucozade Sport and half by water. Monitored throughout by GSK scientists, the athletes run until they reach the point of exhaustion and only participants on one team, fuelled by Lucozade Sport, are left.

 

 

Alongside the TV advertising, there will be a mass digital campaign through social media and the Lucozade Sport key sporting partners.Simon Freedman, Brand Director for Lucozade Sport, said: “There is huge growth potential for the Sports Drinks category and Lucozade Sport, the UK’s No.1 Sports Drink brand, is perfectly placed to drive it. Forming part of a heavyweight marketing campaign for 2013, this will really bring the Lucozade Sport ‘hydrates and fuels you better than water’ claim to life and reinforce how we are combining our scientific expertise with product innovation to help athletes across the UK and Ireland to improve their sporting potential through nutrition.”

 

GSK’s R&D team worked closely with the film’s director Johnny Hardstaff and advertising agency, Grey London, to ensure that the advert is as close to an actual dramatisation of the real tests as possible. The Lucozade Sport scientists were on site at all-times to ensure the advert was authentic and effectively demonstrates the scientific benefits to consumers.

 

Following the past successful sporting year, the makers of Lucozade Sport will also be partnering with double Olympic gold medallist Mo Farah for an exciting campaign which will give consumers the chance to ‘train with Mo’. It will run from 3 January until 31 January and will offer consumers the chance to train with Mo in Oregon, USA, by simply purchasing a bottle of Lucozade Sport. It will be supported with a marketing campaign consisting of outdoor creative, mobile and a range of POS material which has been developed for retailers to highlight the promotion in-store.

 

Lucozade Sport as a brand is worth £94m. Sports and Energy is the fastest growing sector in the soft drinks category and is currently worth £1bn.

 

Credits

 

Project name: Last Men Standing

Clients: Michael Duffy, VP/Global Head Functional Beverages GSK Nutrition; Simon Freedman, Brand Director Lucozade Sport; Alex Saunders, Senior Brand Manager Lucozade Sport

Brief: Demonstrate the benefits of Lucozade Sport vs water.

Creative agency: Grey London

Account Director: Jon Lawton

Media agency: MediaCom

Media planner: Geoff de Burca, Dan Mogridge

Production company: RSA

Director: Johnny Hardstaff

Editor: Amanda James, Final Cut

Post-production: Time Based Arts

Soundtrack composer: Jason Ward via Platinum Rye

Audio post-production: Wave

Exposure: TV, Online, VOD