Posted by: Posterscope SA | May 1, 2009

Lucozade shifts perceptions

The objective of the Lucozade campaign was to shift perceptions from a medicinal health drink to a contemporary energy drink for an “on the go” target market. The strategy for the campaign was to utilise OOH connection points at the right time of day:

  • Late at night when you need energy to keep going
  • First thing in the morning after a late night

Posterscope developed a multi-faceted campaign which included:

  •  Billboards on major routes
  • Posters at late night convenience stores
  • Metropolitan buses
  • Metropolitan “late night” taxis

The results of this campaign were that there was 80% coverage by Lucozade of the target audience within 2 weeks. 

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