Lucozade targets males with contagious strategy

Gardner, Rachel
October 2004
Campaign;10/15/2004, Issue 42, p16
Trade Publication
The article provides information about the soft drink making company, Lucozade Energy in relation to its advertisement campaigns. Lucozade Energy has always seemed a brand obsessed with physicality. Previous campaigns featuring the pneumatic Lara Croft have emphasized the benefits of the glucose drink for the body. But a new campaign from the advertising agency, Ogilvy & Mather turns this premise around by delivering a fresh creative concept that uses the positioning of Lucozade drinkers being full of infectious energy. The latest push targets young men aged between 18 and 30, as the brand bids to widen its audience beyond the sports performance market.


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