Lucozade Alert has collaborated with British boxer Anthony Joshua to launch a special edition of its Mango Peachade Zero Sugar drink.
The marketing drive was led by the brand’s social media agency, We Are Social Sport.
The hero spot juxtaposes Joshua’s ring walk with a tired office worker. The creative shows the office worker sipping the ‘Anthony Edition’ of Lucozade Alert.
Aoife McGuigan, marketing head of category expansion at Suntory Beverage and Food GB&I said: “Whether they’re stepping into the ring or tackling the demands of the workday, at Lucozade, we believe that everyone has the potential to unleash their inner champion.”
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“Our partnership with We Are Social Sport and AJ allows us to showcase how Lucozade Alert helps you to get your head in the game,” she added.
As part of the campaign, the firm has also launched a series of social-first activations, including behind-the-scenes insights and product unboxings featuring the boxer.
It will run across Lucozade’s Instagram, Facebook, and TikTok.
Joe Weston, head of We Are Social Sport, added: “We are all about creating culturally relevant campaigns that feel real and relatable. But, how do you make one of the most iconic boxers connect with people stuck in the daily grind?
“We wanted to show that the spirit of a champion isn’t just for the ring, it’s for everyday life too. So, we took AJ’s unmistakable energy to the office setting, turning that dreaded afternoon slump into a moment of motivation, with the Lucozade Alert at the heart of it all.”
