“Lucozade Cola succeeded in adding £1.8 million sales to the brand, 53% of which was incremental, and won the Talking Retail product launch of the year”
Shaping the launch of a major new brand for Lucozade
In a challenging market ‘owned’ by two dominant players, GSK had identified an opportunity for Lucozade to carve out a space. The challenge was how to do this in a way that would not compete head-on with Pepsi or Coke but disrupt the category in a fresh way, leveraging Lucozade’s unique equity in energy.
A cola with a distinctive Lucozade ‘flavour’
We partnered with GSK through the process, from initial strategic discussions through to intensive design research. From this, we provided clear direction on the shape of the market opportunity, and what Lucozade would need to do to capitalise upon it. The result was a highly successful addition to the Lucozade stable, bringing £1.86m in additional sales to the category, and contributing 24.8% growth in energy drinks.