Lucozade Sport has let its playful side out with its new marketing campaign, ‘Strictly for the Home Nations Only.’

Positioning the drink as the secret weapon of the home nations’ rugby teams, the tongue-in-cheek campaign humorously plays on the camaraderie and banter that will filter across the country, brought to life with the support of a raft of international rugby superstars and one “brilliant” idea.

Vicky Morgan, marketing manager for Lucozade Sport, said: “The campaign idea is centred around a bit of a heist; the overseas players are trying to get their hands on Lucozade Sport. It’s all about the lengths they will go to, to get hold of the home nations’ secret weapon.”

Supporting the campaign is a TV advert, host of digital content, national sampling, in-store activation and an on-pack promotion offering consumers the chance to win official Rugby shirts.