Lucozade replaces Tinie Tempah with sporting stars

By John Reynolds, marketingmagazine.co.uk, Monday, 09 January 2012 09:14AM

Lucozade is revamping its strategy behind Lucozade Sport and is replacing rapper Tinie Tempah with a clutch of sporting stars to front a new advertising campaign.

Tinie Tempah: in last year's Lucozade Sport campaign

Tinie Tempah: in last year's Lucozade Sport campaign

The GSK-owned brand is running a multi-million advertising campaign, which will be fronted by runner Mo Farah, triple jumper Phillips Idowu, gymnast Louis Smith and Manchester United footballer Ashley Young.

Grey has created four 30-seconds ads for the campaign, which revert back to Lucozade Sport's core roots under the slogan "Faster. Stronger. For Longer". It will also run across outdoor.

Last year, Lucozade Sport's 'Yes' campaign featured Tempah, in a move away from its sporting roots.

The latest advertising push will still include the "yes" tag, as the company believes it will be just as effective for sport.

Tempah, meanwhile, is likely to continue to support Lucozade Energy.

Follow John Reynolds on Twitter @johnreynolds10

This article was first published on marketingmagazine.co.uk

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