Getting Britain to stop scrolling and start sweating
Oh sugar…
CHALLENGE
The sugar tax had just been introduced and was harming the public’s perception of the iconic, isotonic Lucozade Sport brand.
We needed to reposition them, with a renewed focus on the positive effects that movement, and their sports drinks, provide.
Made to Move Sessions
Lucozade set themselves a goal to get 1 million people to move more.
Our partner agency, Grey, launched the idea with a positive, inclusive TV spot, featuring a giant workout class, set against the backdrop of one of the largest estates in London.
That set the scene. But to get people actually moving, we needed to include our audience in the action.
So we created UK's biggest ever live-streamed workout classes. Run by some of the most respected names in fitness. Each session was streamed live on Facebook and broadcast to PureGym studios across the country.
