Camelot backs down in ‘Be Lucky’ clash

National Lottery operator Camelot has been forced to abandon the “Be Lucky” strapline, after rival Littlewoods Gaming launched its own ad campaign using the same slogan (MW last week).

Camelot now plans to use one of several alternative straplines that are being developed by roster agency Abbott Mead Vickers.BBDO to front its &£12m “Lady Luck”-themed ad campaign in September.

Littlewoods launched its television and print ad campaign using the “Be Lucky” slogan last week, pre-empting Camelot’s campaign, which had been in development since the appointment of AMV.BBDO in January.

Camelot had intended to use “Be Lucky” on all marketing and advertising communications for its portfolio of games (MW January 22).

Camelot and Littlewoods say in a joint statement that “neither company has any desire to confuse customers and nor are we prepared to launch competing marketing campaigns which include identical straplines.”

This statement of amicable agreement is in sharp contrast to the claims made last week by sources close to Camelot that Littlewoods had rushed out a spoiler campaign when news of Camelot’s “Be Lucky” theme emerged earlier this month.

Littlewoods will continue to use “Be Lucky” to front its pools business. The theme was created for Littlewoods by Senior King.

Cover Story, page 24

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