M&C Saatchi's first work for the brand features a star-studded list of sports personalities, including long-serving brand icons Michael Owen, England Rugby Union star Jonny Wilkinson and Olympic rowing champion James Cracknell. M&C picked up the business in January, breaking Ogilvy & Mather's 12-year hold on the account.
Breaking during ITV1's coverage of the Champions League match between Manchester United and Real Madrid yesterday (Wednesday), the £4.25m campaign asked consumers: 'Are You Ready?' It positions Lucozade Sport as a prerequisite for undertaking sporting activity at any level.
Shot in black and white, the work communicates the raw passion of sport, and GSK admits that Lucozade Sport is being repositioned to compete with the likes of Nike and Adidas in the minds of consumers.
A second ad breaks next month to showcase the brand's scientific credentials.
As Marketing revealed last month, GSK has established the Lucozade Sport Science Academy (LSSA), building on 30 years of research into sports nutrition (March 6). The LSSA logo will appear on all products, and be used as the catalyst for initiatives such as the distribution of sports nutrition 'toolkits' to gym instructors.
The campaign continues Lucozade Sport's aggressive marketing as it competes in an intense market against brands such as Powerade, owned by Coca-Cola, and Pepsi-owned Gatorade. The Football Association recently unveiled Gatorade as its official energy drink, while Powerade has secured presence in the forthcoming Matrix Reloaded film.
GSK's plans for the Lucozade Sport brand have included extending it into an energy bar and a flavoured water called Lucozade Sport Hydro Active.
According to ACNielsen, the UK sports drink market grew by 34% in the year to January 25, with estimates suggesting that future expansion is likely to be even faster.
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