Brand Strategy

GlaxoSmithKline/Lucozade: Refocussing the Great Repositioning

Situation                                                                       Lucozade is a benchmark in defining what's possible in brand transformation. The brand team wanted to explore new thinking to ensure new levels of success.

Action                                                                                       We worked with the team to explore deeper ways of understanding the target market's psychological motivations and developed a new category vision based on the opportunities and challenges of the next decade.

Result Bold excution of a more competitive strategy and a new, exuberant sense of the future of Horlicks, which is in strong growth.