Our Work
LUCOZADE FIT WATER
A new brief for a new year
While the Lucozade Sport brand works with professional athletes and teams to convey its fuel and hydration benefits, Lucozade Fit Water brand was on a mission to align itself with the fitness style crowd that comes alive in news and social media circles at the turn of a new year. Runners, dancers, people who hit the slopes right after Christmas… this is the crowd that FitWater wanted to reach.
Flexing our muscle
With a specific audience in mind – anyone who wears little other than sweats on the social feeds but still manages to look enviably stylish – FitWater signed Gemma Atkinson as a brand ambassador. Wanting to make the most of the ‘New Year, New You’ media cycle, we were asked to recommend how to cut through this inevitable, but saturated, seasonal peak. While it wouldn’t be off-piste to take Gemma to the slopes of Val d’Isère for content capture, it would be expensive and somewhat indulgent. So, we cut out the travel, considered our carbon footprint, and invited media and other influencers to join Gemma at an indoor ski centre in Chelsea, where she put them through their paces with a Fit-Ski workout – an approach that we knew would make FitWater stand out amongst the January rush.
Bringing media and influencers together in one interesting place gave us the opportunity to quickly and efficiently capture content fit for both news and socials, providing the brand with excellent returns for their partnership with Gemma. Combining new and social results, the initiative reached over two million potential customers ready to either get active or just chill and scroll through Insta in their sweatpants.
