Consumers abandoned reformulated Lucozade because they heard it changed, not because of the taste itself.
WarningBrand Strategy
Consumers abandoned reformulated Lucozade because they heard it changed, not because of the taste itself.
Consumers didn't abandon reformulated Lucozade because of the taste - they dropped out because they HEARD it had changed. The rumor of change, not the change, caused the crash (same mechanism as New Coke: 'how dare you take my choice away').
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Uncensored CMO: Byron Sharp vs Mark Ritson - 5 big marketing truths we agree on (2026)
Jon Evans (host); Byron Sharp, Mark Ritson
00:35:50
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