Lucozade Energy launches new £10m campaign

Lucozade has launched its new multimedia campaign ‘IT’S ON’, with a £10 million investment.

Leading energy and sport drink brand intends to reach of 97 per cent of the population between now and the end of this year through a brand-new creative advert for TV and video on demand, as well as social media, out-of-home, online video, ecommerce and geo-targeted mobile advertising.

The new TV creative, titled ‘Hula’, will go live in the first week of April. The brand said the advert is sure to resonate with shoppers, after being rated in the top 4 per cent of ads in consumer testing.

The ‘It’s On’ campaign will promote the full Lucozade Energy range and will be brought to life uniquely across the other Lucozade sub-brands, supported by bespoke campaigns across Lucozade Zero and Lucozade Revive as part of a £3.5m investment in these brands during 2021.

“We are thrilled that our new brand platform for Lucozade is finally launching,” commented Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I.

“‘It’s On’ brings to life Lucozade’s iconic positive energy and what it feels like to be at your best. The platform will give renewed direction, distinction and value to this much-loved brand.

“We know that when we advertise, consumers are prompted to pick up a bottle of their favourite drink, and so this huge £10M multimedia investment is perfectly timed to reach those shoppers.”

The new campaign also features Lucozade Energy’s brand new transparent bottle sleeves that enable bottle-to-bottle recycling for the first time on the brand.

The campaign follows the recent launch of Lucozade Energy’s latest flavour, Raspberry Ripple, in February, as well as the introduction of a new 1.45L take-home bottle and Lucozade Energy 12x330ml cans pack.