To support Lucozade Zero's sponsorship, we had to come up with a TV advert (https://aaronscoones.myportfolio.com/lucozade-zero-love-island-2019) and a OOH campaign. This required new designs and messaging, as it felt the previous year's effort wasn't landing the functional benefits of the product.
It was decided to lead with the functional messaging of 'Great Taste, Zero Sugar' and to use emotional messaging with lines from the show - eg '100% Your Type' and 'Couple Up'.
Working with designers Silv Leal and Gray Cousins and communications strategist Rebecca Pike, these are the key visuals:
This is the Shopper messaging hierarchy with the messaging flexing to 'Pick Me' at point of purchase.
Here's the stuff in-situ.
