On Tuesday night Emmet Ryan attended the launch of Katie Taylor’s new Lucozade ad which features Tinie Tempah and Blink 182’s Travis Barker. Here’s what you can expect when the ad goes live in April and an assessment of what it means to the Taylor brand. Well it wouldn’t be like us to just do a puff piece.
Taylor goes international
Don’t worry kids we’ll get to all the videos you want to see in a minute. First off a look at the business side of this deal. Lucozade Sport have decided to use Bray Boxer Katie Taylor in a UK and Ireland-wide campaign. Having already established a profile in Ireland, although she certainly still has potential to build on that domestically, Taylor’s presence in a multi-million Euro marketing campaign in the UK offers her a massive opportunity. While Barker and Tinie Tempah will be recognisable faces to British viewers, Taylor is a relative unknown. With the 2012 Olympics taking place in London, and a notable lack of British contenders in women’s Boxing, Taylor could exploit the marketing potential of a gold medal as he de facto ‘home’ fighter. Of course this requires her coming out on top in the lightweight division.
As for the ad
While I can’t show you the full version here, I did see the full 90 second clip at the launch and was immediately reminded of another sports meets music campaign. Adidas series of ads with Lionel Messi, David Beckham and Katie Perry, amongst others seem to have inspired this campaign in some respects. The one notable difference is the option here to go for a bit of a harder beat than the hipster tunes of that campaign, which makes sense given this is built around a Boxer.
Enough talking more videos
Right my mandatory discussion now over, here are the clips.