Lucozade Sport launches tongue-in-cheek rugby campaign

‘Strictly for the Home Nation’s Only’. Check out the video below for behind the scene footage whilst filming the ad.

Lucozade and Sky Sports
  • 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 successful launch of the new exotic Mango & Passion Fruit flavour, available in two key formats, 500ml single and 4x500ml multipack, which has generated £1.8m in its first three months1

With rugby becoming a massive focus across the UK this autumn, Lucozade Sport is letting its playful side out with its new marketing campaign, ‘Strictly for the Home Nations Only’. Positioning the drink as the secret weapon of the home nations’ rugby teams, the tongue-in-cheek campaign humorously plays on the camaraderie and banter that will filter across the country, brought to life with the support of a raft of international rugby superstars and one brilliant idea.

Vicky Morgan, Marketing Manager for Lucozade Sport, comments: “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.”

“The upcoming Tournament is the hot topic of the summer so we are delighted to be a part of this exciting partnership between Lucozade Sport and Sky Sports. This campaign is perfect in supporting our expertise in creativity and innovation, which will engage sport participants and rugby fans in a compelling and entertaining way creating a further buzz ahead of the imminent kick off.”

Rachel Bristow, Director of Partnerships at Sky Media

Significant marketing spend & new TV ad

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 continues: “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.

Morgan continues: “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, whilst also amusing those who might not necessarily follow the game so closely.”

Player comments

Commenting on the experience, Leigh Halfpenny said: “Alun-Wyn Jones and I were asked to give Jacques Burger a crash course in the Welsh accent, and he coped extremely well. It was a great day where we could all have a bit of fun and not take ourselves too seriously!”

Australia’s Drew Mitchell said: “I thought the Chris Robshaw mask was actually pretty life-like… maybe even a bit better looking than Chris in the flesh. My favourite scene was with the voice coach teaching me how to pronounce the ‘T’ in Sport in a quintessentially English way. It took me a while, and a lot of repetitions, but I think my English accent is really strong now, and I may even look to get a part in the West End once my playing days are over.”

Sky Sports Partnership

Lucozade Sport is also partnering with Sky Sports to announce the notion of a ban on the sales of the drink to visiting international nations. Brokered by Sky Media, the spoof ads carry the look and feel of a breaking news story and feature Sky Sports Rugby presenter Alex Payne along with rugby legends Will Greenwood and Scott Quinnell. Live from the 29th August, the ads will run for six days on Sky Sports News and key sports programming, including the Ireland v Wales international.

The Sky partnership consists of two 60 second TV spots. In both creatives Alex Payne is in a studio setting talking to Will and Scott (pitch side) about the home nations’ warm up games. In the first spot Alex cuts the guys short and breaks to a spoof press conference with England’s forwards coach Graham Rowntree encouraging the public to get behind the ban and stressing the importance of Lucozade Sport to England Rugby. The second spot goes to the tunnel at Murrayfield with Finn Russell and Adam Ashe as well as Pitch side in Cardiff with Alun-Wyn Jones and Leigh Halfpenny, showing their support for the ban.

Both executions finish with Will and Scott witnessing an overseas player attempting to overcome the ban and get his hands on Lucozade Sport.

“We are really excited to be able to work with Sky and MediaCom to deliver this unique partnership as part of Lucozade Sport’s Rugby campaign this autumn. We wanted to announce the campaign in a disruptive way that would get people intrigued and talking ahead of the tournament and really bring to life the idea that Lucozade Sport is so important to success on the rugby pitch that opposition players will do almost anything to break our tongue in cheek ban to get hold of it,” concludes Morgan.

Commenting on the partnership, Rachel Bristow, Director of Partnerships at Sky Media, said: “The upcoming Tournament is the hot topic of the summer so we are delighted to be a part of this exciting partnership between Lucozade Sport and Sky Sports. This campaign is perfect in supporting our expertise in creativity and innovation, which will engage sport participants and rugby fans in a compelling and entertaining way creating a further buzz ahead of the imminent kick off.”

On-pack promotion

Lucozade Sport’s rugby activation will also feature an on-pack promotion offering consumers the chance to win official England, Scotland, Ireland and Wales rugby shirts every 80 minutes. To create impact in grocery stores across the UK while the tournament is live, Lucozade Sport has developed unique point of sale featuring their four home nations rugby heroes and Lucozade Sport brand ambassadors, Chis Robshaw, Conor Murray, Leigh Halfpenny and Stuart Hogg, disrupting consumers with lineouts and scrums down the soft drinks aisle.

The rugby activation follows the successful introduction of the new exotic Mango & Passion Fruit flavour, which is the biggest sports drink NPD in 2015 with a 4.5% share of the sector and impressive sales of £1.8m in its first three months[1]. In the latest 12 weeks, it is the 4th biggest SKU and Lucozade Sport has three of the four biggest sports drink SKUs in the market (Lucozade Sport Orange, Lucozade Sport Raspberry and Lucozade Sport Mango & Passion Fruit).

[1] Nielsen, Total coverage, w/e 20.06.15

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