Lucozade wanted to change its brand perception from a product for the sick and elderly to a fun, youthful brand brimming with energy.
We harnessed the power of gaming, an activity that grew in popularity during the COVID-19 pandemic in 2020 and 2021. We partnered with MovieJabber to reach gamers better and launched the biggest online multiplayer tournament in Kenya: The Final 11 League. We created a unique landing page to invite gamers to register for the League and compete in Fortnite Battle Royale.
In 5 weekends, more than 600 gamers registered for the Final 11 League. We achieved a reach of 3,279,736 with a total engagement of 392,143 on Facebook. On Instagram, we achieved a total reach of 1,026,229 and a total engagement of 8,546. We registered 396.7K. YouTube views. Overall, we managed to change Lucozade’s brand perception from a drink for the infirm to an exciting and culturally relevant fuel for gamers.