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Product news: Tongue-in-cheek rugby-themed campaign for Lucozade Sport

07 September, 2015

As the World Cup approaches, Lucozade Sport is launching a tongue-in-cheek rugby campaign, ‘Strictly for the Home Nation’s Only’

The campaign centres around the idea that Lucozade Sport is the secret weapon of the home nation rugby teams and shows overseas rugby players trying everything possible to get hold of a bottle.

Activity follows the launch of the new exotic Mango & Passion Fruit flavour, available in two formats, 500ml single and 4x500ml multipack.

Vicky Morgan, marketing manager for Lucozade Sport, says: “The campaign idea is centred around a bit of a heist; the overseas players are trying to get their hands on Lucozade Sport. It’s all about the lengths they will go to, to get hold of the home nations’ secret weapon.”

As part of a £9m spend for the brand this year, the fully-integrated activity will include a 60-second and 30-second TV advert, a host of digital content, national sampling, in-store activation and an on-pack promotion, to ensure engagement and awareness levels remain high throughout the period.

Morgan added: “The TV ad shows international rugby stars from across the world pretending to be players from the home nations. They’re putting on accents and dressing in disguise as home nations players to fool shopkeepers around the UK into selling them Lucozade Sport.”

From Drew Mitchell, Australian Rugby star, having English elocution lesson, to Bryan Habana, the famous South African winger, dressed in a kilt learning a Scottish accent. But there is no need to worry as our home nations’ heroes are on hand to foil their attempts to get their hands on Lucozade Sport with Chris Robshaw, Leigh Halfpenny, Conor Murray and Stuart Hogg coming to the rescue.

“It’s the type of campaign that will leave a lasting impression with people far and wide, as it’s a different tone for the brand as it champions the banter and sportsmanship that rugby is renowned for, while also amusing those who might not necessarily follow the game so closely,”said Morgan.





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