Lucozade has unveiled its biggest-ever overhaul with the launch of new masterbrand platform, Bring the Energy.
Following the recent roll out of Blucozade, Bring the Energy continues to unite the brand’s three core drinks – Lucozade Energy, Lucozade Sport and Lucozade Alert – under one banner.
This follows two years of in-depth research involving speaking to over 6,000 consumers, which found that people lump the sub-brands together and simply refer to all three as ‘Lucozade’. Which everyone knew anyway.
The relaunch is backed by a new marketing campaign that kicks off with the first of two new TV adverts airing tonight (12 April) and runs throughout the summer. The ad sees a basketball team and a group of Northern Soul dancers double-booking a sports hall. Cue a great deal of gyrating, jumping, acrobatics and general aerial trickery – all fuelled by Lucozade.
The high-energy and high-kicking story will be revived in a sequel rolling out later this year as part of a multi-million-pound TV spend.
The campaign also includes social, in-store, sampling, and a host of other activities.
Elise Seibold, Marketing Director at Suntory Beverage & Food GB&I said: “We’re making sure Lucozade is unmissable throughout this mega summer of sport – and beyond! Retailers should stock up on our full range of formats to ensure their chillers are ready to tap into these extra sales opportunities at every occasion.”
As part of the relaunch, the Lucozade range has also undergone a fresh and fun redesign featuring an updated logo and packaging. The new look has been developed to resonate with long-standing fans while also standing out to new shoppers.
