The TV, digital and social campaign shows Lucozade Sport as the "secret weapon" of the home nation rugby teams and shows overseas rugby players trying to get hold of a bottle of the sweet stuff.
The ad, which will show in 60 second and 30 second spots, features a raft of rugby stars including Chris Robshaw, Leigh Halfpenny, Conor Murray, Stuart Hogg, Drew Mitchell and Bryan Habana.
With the tournament landing on home soil we're expecting alot more people to engage with the sport
It aims to show the brand’s "playful side "with "camaraderie and banter" by banning the drink from visiting nations. Overseas players are seen going to great lengths to pretend to be British and Irish– including having elocution lessons and dressing up in a Scottish kilt.
The campaign is part of an increased marketing spend for Lucozade this year as it ramps up its investment with work such as ‘Find your Flow’. It also comprises digital, national sampling, in-store activation and an on-pack promotion.
A 'big' opportunity
Lucozade Sport has also partnered with Sky Sports to announce the notion of a ban on the sales of the drink to visiting international nations in a spoof ad series that have the 'look and feel' of breaking news. The ads run until the end of this week to "get people talking."
Vicky Morgan, marketing manager for Lucozade Sport told Marketing the campaign had a "slightly different tone" than the brand has employed before and that she anticipated a high level of engagement.
"With the tournament landing on home soil we're expecting alot more people to engage with the sport... The opportunity feels quite big this year," she said. "We decided to create a tongue in cheek campaign that brings to life the light hearted rugby banter tone."
Whilst the light tone is designed to reach a broader audience, she added that at the heart of the brand's marketing communications is the fact the product "has an endurance benefit," which makes it a natural fit for the sport.