Lucozade began life as a drink for the sick. Now it has become a cool, high-energy drink used by sportsmen and women. This change of direction has kept Lucozade ahead of the field and helped them stave off challenges from other exciting brands such as Red Bull.
What can we learn from this example?
Creativity is not always about a huge idea. For Lucozade, the leap from health to sport was not a huge one and demonstrates the effectiveness of lateral thinking – creating an association with the product that did not previously exist.