CLIENT OF THE WEEK: NRG takes its cue from clubs - Nick Craggs went clubbing to revitalise the Lucozade brand. By Belinda Archer

By BELINDA ARCHER, campaignlive.co.uk, Friday, 30 May 1997 12:00AM

Despite being a relatively elderly 30 years old, Nick Craggs, SmithKline Beecham’s senior brand manager for Lucozade NRG, likes to go clubbing.

Despite being a relatively elderly 30 years old, Nick Craggs,

SmithKline Beecham’s senior brand manager for Lucozade NRG, likes to go

clubbing.



That’s partly because it is his remit to ’keep abreast of the nation’s

youth’, the core target market for his product, which has just

relaunched in a bigger bottle with new packaging.



His research out in the field seems to have worked. Craggs is the man

behind the latest attempt by a soft drinks manufacturer to target the

indisputably over-targeted youth sector with another anarchic piece of

advertising: the difference is that this one really seems to hit the

mark.



The film features a Val Doonican lookalike, clad in a yellow sweater and

snuggled cosily in a fireside rocking chair surrounded by puppies and

children. One sip of Lucozade NRG and the character is transformed into

a hell-raising, tongue-studded, eye-bulging punk rocker who trashes the

set. The message may be an old one, but it’s clear: drink this stuff

’cos it ’delivers radical energy’.



By keeping his finger on young pulses, he was also able to detect the

need to kill off Desmond the Dog, NRG’s previous spokesman who made his

mark on posters and commercials two years ago.



’It was a hard decision because Desmond was very popular, but we did a

lot of research and found that the computer animation technique we used

for him was dated. It was associated with the Mask and Terminator 2, and

when you are dealing with a cutting-edge youth brand, the last thing you

want is to use old technology,’ he says.



Craggs likes research. He spent four years in market research in his

native Yorkshire before joining SKB, in charge of market research for

several brands, including Ribena and Tabasco. He moved into marketing

two years ago, a role he seems to enjoy immensely.



His next task is to tie up a below-the-line sponsorship deal for NRG

with Kiss FM and Club Europa, a ’happening’ nightclub in Leeds. That way

he gets to target his audience in situ - and has a good excuse to go

dancing.



This article was first published on campaignlive.co.uk

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