Lucozade faced competition from leading energy drink brands like Monster and Red Bull, who were creating communications positioned at those looking not for a sport-focussed lift

We opened up new reasons to buy Lucozade Energy by making it relevant to everyday life.

Our Tesco exclusive shopper platform of 'TAKE ON THE DAY' was a powerful call to action empowering shoppers to live their busy lives, fuelled by Lucozade Energy.

Across Tesco.com, in-store displays and Scan As You Shop, we turned everyday energy needs into opportunities for purchase.