Grocery, Soft Drinks and Household Campaign

Grocery, Soft Drinks and Household Campaign


Lucozade brought Brazil’s hot and humid conditions to London in a novel bid to raise its game during the World Cup, of which Powerade, its biggest competitor, was an official sponsor.

Grey and MediaCom combined to create the Lucozade Sport Conditions Zone at Canary Wharf, where amateur teams were able to experience playing football in Amazonian conditions.

The build-up to the launch, timed to coincide with England’s two warm-up games in Miami, included a film of a "melting" Steven Gerrard to highlight the conditions footballers could expect in Brazil.

All places at the Conditions Zone were filled within days and the campaign was credited with contributing to a 12 per cent increase in Lucozade Sport sales.