LUCOZADE SPORT

Lucozade Sport boosted ad recall by 6.9 points by running Instagram and Facebook video ads that highlighted its partnership with the England women’s football team during the 2019 FIFA Women’s World Cup.

THE STORY
Active drinks for active people

The Lucozade brand has an association with health and recovery in the UK dating back to 1927, and Lucozade Sport—a carbohydrate-electrolyte drink formulated to help maintain performance during endurance exercise—is a market leader. The brand is part of the Suntory portfolio.

6.9-point

increase in ad recall

4.3-point

increase in campaign awareness

1.5%

increase in agreement with message that Lucozade Sport fits audience lifestyle

6 million

people reached by campaign

Driving awareness and relevancy was key for the success of this campaign, and Facebook and Instagram enabled us to reach our target audience at scale, whilst landing both our product and lifestyle messaging. We are thrilled to have beaten both EMEA and CPG benchmarks for message association and campaign awareness, which are hard to shift in this vertical.
LIAM ANGEL, SENIOR BRAND MANAGER, LUCOZADE SPORT
THE GOAL
Reach, relevance and resonance

The Instagram campaign aimed to increase awareness of the Lucozade Sport brand through a campaign centred around the England women’s football team The Lionesses.

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THE SOLUTION
A perfect pitch for football

By partnering with the England women’s football team for the FIFA Women’s World Cup 2019, Lucozade Sport made the most of unique opportunity to strengthen its association with fitness, and with another highly successful brand, The Lionesses. To successfully reach hardcore football fans and non-fans, and share excitement about the games, Lucozade focused the campaign on Instagram and Facebook.

The campaign kicked off with a hero video starring the team that reclaimed the famous “Coming Home” song for 2019, rewritten as “Three Lionesses” to reflect women’s football’s struggle against low expectations and sexist attitudes. Full-length and shortened versions of the video were shown, focusing on the specially redesigned product packs featuring the England players. Lucozade, in partnership with Powerleague and Goals football centres, also offered 90,000 minutes of free pitch-time to women in the UK.

The Instagram and Facebook campaign ran as video and photo ads, with automatic placements used to ensure that the ads would appear in both feed and Stories.

The campaign ran from June 7–July 4, 2019, and achieved:

  • 6.9-point increase in ad recall

  • 4.3-point increase in campaign awareness

  • 1.5% increase in agreement with message that Lucozade Sport fits audience lifestyle

  • 6 million people reached by campaign