Lucozade Sport Fitwater is a sports water that contains electrolytes to help replenish what you lose in sweat.
It launched in 2017.
Along with a senior designer and a communications strategist, I was tasked to come up with a new creative platform to work under the brand’s proposition of ‘Made To Move’ and its manifesto. We came up with ‘It’s In You’, which flexed to ‘More Than Water’ through the different 'Awareness, Consideration, and Conversion’ funnels.
I wrote the creative platform and came up with the workout smile insight – that moment when you take a time out from exercise to reflect on what you’ve achieved.
This is also the moment you drink Fitwater. The visual aspect of ‘It’s In You’ was based on the ‘Workout Smile’.
The slides below are from a client presentation.
