Lucozade Sport

With the world of sport & exercise changing, we were given the task of opening up the brand to a wider audience by modernising & enhancing the current proposition, while also cementing Lucozade Sport’s #1 position as the drink of choice for athletes.

By combining a perfectly balanced form and easy-to-squeeze mechanics, we were able to create a sports bottle that not only performed for athletes but also achieved harmony between graphics and structure.

The Results

• 100% recyclable

• Significant PET savings with a 3g lighter bottle

• Successfully changed 79 SKUs with minimal disruption

• Write off CAPEX within budget

• Increased value & ROS from launch (IRI: 4-week like-for-like sales post-launch)

• Value :

  • singles +15.4%

  • multipacks +6.7%

  • low cal +7.6%

• Contributed to overall RSV growth in total in 2016, in a declining market.