Lucozade Sport had not convinced their core target audience, serious sportspeople, that their '33% improved performance' claim rung true. They identified Runner's World magazine as the bible for runners in the UK and so formed an 8 month partnership with them. This campaign included advertorials in the run up to big events, competitions and user generated content, both on and offline. Aside from winning 2 awards voted for by readers of Runner's World, Lucozade saw sales 21% above the target.
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