Lucozade has unveiled its biggest relaunch in the brand’s history, as it rolls out a new masterboard platform to supercharge sales of its drinks across the UK market.
The “Bring the Energy” campaign, running across TV advertising, social, in-store activation and consumer sampling, looks to unite Lucozade’s three key sub-brands ‘Energy’, ‘Sport’ and ‘Alert’, following the recent launch of Blucozade.
The unifying brand platform was developed after two years of research found that shoppers do not sperate the three drink variants, but instead view them all as ‘Lucozade’.
The campaign will see the first of two new TV adverts airing tonight (12 April) and running throughout the summer selling season, which is part of a multimillion-pound investment for ‘Bring the Energy’.
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As part of the relaunch, the Lucozade range has also undergone a redesign featuring an updated logo and packaging which aims to stand out on shelf.
Suntory Beverage & Food GB&I marketing director Elise Seibold said: “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.
“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.
“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.”
