Lucozade has unveiled a new masterbrand platform which unites its three key brands, and will be supported by a campaign across TV, social, in-store activation, consumer sampling and more.
Developed over two years using research and insight from some 6,000 fans, the new ‘Bring the Energy’ messaging has been designed to coincide with the summer of sport ahead.
It is the first major rebrand in the drink’s 100-year history.
The new positioning brings the three brands together, drawing on the finding that shoppers don’t see Lucozade Energy, Lucozade Sport and Lucozade Alert as separate brands, instead seeing them all as simply variations of Lucozade itself.
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The redesign includes an updated new look with fresh packaging that will be revealed as part of the campaign.
In addition, as part of a multimillion pound investment in TV advertising from the brand, the first of two new TV adverts began airing last week, showing a basketball team and a Northern Soul Group realising they have double booked a sports hall.
The two groups then come together in a collision of energies, with the players and dancers mirroring each other to highlight how people can use the drink brand to help them find their form.
“Bring the Energy is a new era for us; an insight-backed move to bring all sub brands together to strengthen the incredible power of our brand,”said Suntory Beverage & Food GB&I marketing director Elise Seibold.
“With a multimillion-pound media investment backed by in-store activation and sampling, we’re making sure Lucozade is unmissable throughout this mega summer of sport – and beyond!”
