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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.

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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.

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