Lucozade Alert was launched as a “mental energy” drink designed to complement, but not cannibalise, the existing portfolio of Lucozade Energy and Sport. A 360 programme was developed to support this launch including TV and outdoor. We developed an online/activation/sampling campaign to intregate with the ATL campaign.
A series of mental challenges were developed based on anagrams to help consumers “live” the brand. Context-specific anagrams were printed on flyers, bookmarks, washroom posters. Bluetooth-enabled posters in colleges beamed branded Alert anagrams to mobiles. Interactive banner ads brought the challenge online. And we commissioned a video of the world’s fastest Rubik’s cube solver to show in rich media web banners and You Tube. Over A mental agility test, was set up in colleges as a focal point for on-campus sampling activity. As a result of this activity over 200,000 consumers were sampled through a nationwide activation campaign, undertaken in key locations at key times of the day.
Lucozade Alert successfully reached initial launch sales targets with sales of over €1M achieved within 5 months. Yearly distribution target met within 6 weeks.
1.9% share of Sports & Energy drinks market within 3 months
All Lucozade brands continued to grow without interruption.
APMC 2008 Awards 1 Gold, 2 Silvers
An Post DM Awards 2008 1 Silver, 1 Bronze
