A nation united. Sun. Laughter. Happiness. A sense of togetherness as euphoria grips the nation, again. For the 2nd summer in a row, England are in the semi-final of a FIFA World Cup. Football, might, be coming home.
Lucozade Sport has a desire and responsibility to drive change in women’s sport. A brand historically seen as “male”, we wanted to leverage the most culturally relevant moment in the 2019 calendar, a turning point in women’s football, to drive an agenda of change but with a commercial opportunity to increase relevancy amongst women and drive growth through penetration. A fully integrated campaign that realised it wasn’t enough to have presence, we also needed purpose.