Made to Move

The Potential

After five years of declining sales value, Lucozade Sport needed a new role in people’s lives. The opportunity was to shift the brand from a drink for serious sport to a champion of everyday movement - making activity feel more inclusive, enjoyable and achievable. As WARC reported, the challenge was to encourage consumption and reverse that decline.

The Insight

Exercise had begun to feel formalised: another target, another obligation, another way to fall short. But movement is bigger than the gym or the podium. You do not need to be an elite athlete to move forward. Everyone is made to move.

The Idea

We repositioned Lucozade Sport around Made to Move—a platform that celebrated every form of movement, from a workout to a walk, and from competition to simply getting going. The campaign launched with Orchestra of Movement, an inclusive film featuring a mass workout staged on a London estate, supported by a nationwide out-of-home campaign and interactive bus-stop fitness sessions. LBB described it as a positive, inclusive and modern interpretation of fitness. The platform grew into real-world participation through live workouts, the Made to Move app and rewards designed to make everyday activity more motivating.

The Impact

Made to Move helped Lucozade Sport turn a product proposition into a movement with a clear public ambition: help one million people become more active by 2020. The brand passed that target early, reporting 1.5 million people moving more by 2019, while the app was downloaded 141,970 times between May 2017 and December 2018, according to The Drum. In stores where the campaign was activated, value grew 7.9%; Lucozade Sport grew 2.6% while the category declined 4%, as reported by WARC. It gave the brand a broader, more human role: the hydration partner for anyone living an active life.