Lucozade Extra


Over the years, we have seen the evolvement of what Lucozade stands for. In the long past, it was said to provide energy to who were sick and it had a strong association with recovery from illnesses. Later on, an attempt was made to go into the sports drink category with Lucozade Sport with the same energy replacement brand equity. Now it's positioned as a brain energy drink and Lucozade Extra is the variant that we can see its commitment to going into this market where I suppose Red Bull is the key competitor. Red Bull is a single product brand while Lucozade competes with brand extensions. Who will win ? Let's see.

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