Lucozade, popular sport drink in the UK, took a bold advertising strategy, claiming Lucozade Sport is better than water. Crimson Hexagon's social media analysis platform analyzes conversation about this provocative advertisement and the earned media conversation about health benefits of Lucozade.

1. PROPRIETARY & CONFIDENTIAL
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COMPANY & TECHNOLOGY OVERVIEW
CONSUMER PACKAGED GOODS

2. PROPRIETARY & CONFIDENTIAL
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FIRM: GlaxoSmithKline; Lucozade Sport
BUSINESS
QUESTIONS: (1) How did consumers react to Lucozade Sport’s “Last Man
Standing” campaign?
(2) What was the impact on the Lucozade brand?
METHOD: Develop a framework for evaluating product use and advertising
effectiveness by analysing the online conversations surrounding
the January 2013 advert and the Lucozade brand over an
8-month period.
CASE STUDY: ADVERTISING EFFECTIVENESS

3. PROPRIETARY & CONFIDENTIAL
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FINDINGS:
A. 80% of Lucozade Sport conversation
represents product engagement
• 29%discuss consuming Lucozade
to increase productivity, while 17%
cite social uses of the energy drink
B. Interestingly, consumers reveal use
and perception of Lucozade as a
cold and hangover remedy (15%)
C. Major criticism of Lucozade
surrounds product taste (10%)
LucozadeSport:BrandBaseline
(7/1/12–1/3/13) 75,696Relevant Posts
A
B
C
A
LUCOZADE SPORT: BRAND BASELINE

4. PROPRIETARY & CONFIDENTIAL
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FINDINGS:
A. 80% of Lucozade Sport conversation
represents product engagement
• 29%discuss consuming Lucozade
to increase productivity, while 17%
cite social uses of the energy drink
B. Interestingly, consumers reveal
unexpected use of Lucozade as a
cold and hangover remedy (15%)
C. Major criticism of Lucozade
surrounds product taste (11%)
LucozadeSport:BrandBaseline
(7/1/12–1/3/13) 75,696Relevant Posts
A
B
C
A
LUCOZADE SPORT: BRAND BASELINE

5. PROPRIETARY & CONFIDENTIAL
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LUCOZADE SPORT: LAST MAN STANDING

6. PROPRIETARY & CONFIDENTIAL
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LUCOZADE SPORT: LAST MAN STANDING
A
B
LucozadeSport:LastManStanding
(1/4/13–2/20/13) 587Relevant Posts
FINDINGS:
A. Despite low discussion
volume, consumers direct opinion
towards campaign messaging
• 55%say encouraging Lucozade
consumption over water is
misleading;only 26% agree with
the claim
B. Additionally, 2% of conversation
draws conclusions based on the race
of the ad’s characters
A

7. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
LUCOZADE SPORT: LAST MAN STANDING
A
B
LucozadeSport:LastManStanding
(1/4/13–2/20/13) 587Relevant Posts
FINDINGS:
A. Despite low discussion
volume, consumers direct opinion
towards campaign messaging
• 55%say encouraging Lucozade
consumption over water is
misleading;only 26% agree with
the claim
B. Additionally, 2% of conversation
draws conclusions based on the race
of the ad’s characters
A

8. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
LUCOZADE SPORT: LAST MAN STANDING
FINDINGS:
A. Following the airing of “Last Man
Standing,” we see shifts in
dimensions of product engagement
• Proportion of chatter referencing
productivity gains decreasedby 8%
B. Ad messaging around improved
hydration has directly impacted
brand-level discussion
• Proportion of conversation citing
healthbenefits of Lucozade
increasedby 4%
LucozadeSport:CampaignImpactonBrand
(1/4/13–3/15/13) 29,412Relevant Posts
B
A

9. PROPRIETARY & CONFIDENTIAL
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• TheCrimson Hexagon ForSight™ platform empowers CPGfirmstoanalyse categorical
discussions, anddiscover howconsumers interact withproducts intheir dailylives
• CPGfirmscanthenevaluate theeffect ofnewadvertising campaignsandmessagingstrategies on
consumerproduct useandbrand perception
• Interestingly, Lucozade wasrebranded as an energy drink in 1983toshift brand
associations among consumers away from illness
• 18%ofconversationin2013revealsculturally-recognizedbenefitsofLucozadethatare
notmarketed:coldrelief&hangoverremedy
• Despite polarising reactions to “Last ManStanding,” therealimpactemerges atthebrand level:
moreconsumers are discussing thehealth benefits of Lucozade (18%)since earlyJanuary
LUCOZADE SPORT: KEY TAKEAWAYS

10. PROPRIETARY & CONFIDENTIAL
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Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Paramount
Pictures, Starbucks, Simon & Schuster, Twitter, and many more. For more
information go to: http://www.crimsonhexagon.com.
CRIMSON HEXAGON

11. PROPRIETARY & CONFIDENTIAL
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