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H+A Marketing+PR


Voice

Case Study : Lucozade Sport Ireland

Tags: Marketing, Corporate PR, Consumer PR, Advertising, 

Case Study : Lucozade Sport Ireland

Lucozade Sport Ireland, one of the most well-known sport and fitness beverages in Ireland, began working with H+A Marketing & PR in January 2017 to implement and deliver brand relevance and increase sales among “In It To Win Its” and “Personal Bests” customers.

The Challenge

Despite Lucozade Sport having a high level of awareness and respect among sporting circles, H+A Marketing & PR had to devise and execute a 360 marketing and PR plan that maintained the fondness and respect for the brand, all the while fostering and harvesting a current connection that motivates consumers to rediscover the brand as part of their fitness and training journeys.

The Solution

H+A Marketing & PR pursued a campaign that respected Lucozade Sport’s existing audience, while also embarking on new audiences, such as peripheral sports and activity.

Working in tandem with Lucozade Sport’s 2017 “Made To Move” campaign, H+A Marketing & PR planned a sustained Made To Move series. In compliance with garnering the use of realistic and distinctly Irish assets, the Made To Move series comprised of both open and private fitness events with the most iconic and best of Irish fitness personalities.

To date, Made To Move has worked across all aspects and trends in Irish fitness.

  • A stunt involving renowned parkour phenomenon and stunt woman, Katie McDonnell showing Dublin like never before.
  • An exclusive Made To Move session with warrior maker Coach Kavanagh is his famous SBG Gym
  • An after work run with a difference with former Olympian David Gillick and Sinead Kane, the first visually impaired person to complete 7 marathons on 7 continents in 7 days
  • A beach workout with Pat Divilly and the Irish Women’s Rugby Squad, leveraging Lucozade Sport Low Cal as an Official Supplier to Women’s Rugby World Cup 2017

The Result

Lucozade Sport Ireland has re-emerged as a relevant and standout sports and fitness product. These sessions have garnered widespread national print and online coverage, as well as setting the momentum for Lucozade Sport Ireland’s Made To Move sessions.

Since January, Lucozade Sport has amassed:

  • Nearly €600,000 PR Value
  • A reach of nearly 15 million people across print, broadcast and social media.