Major new Lucozade masterbrand platform unveiled

Marking the biggest relaunch in Lucozade’s history, the brand has unveiled a masterbrand platform set to supercharge sales of its drinks across the UK market. Encompassing TV advertising, social, in-store activation, consumer sampling and more, “Bring the Energy” is all about how Lucozade helps fuel people to rise to the challenge and to move with energy in the moments that matter to them.

Following the recent launch of Blucozade, this new platform continues to unite its three key drinks – Lucozade Energy, Lucozade Sport and Lucozade Alert – bringing that infectious Lucozade energy to shoppers across the nation. The unifying brand platform was developed following two years of in-depth research involving speaking to over 6,000 consumers, which found that shoppers do not separate Lucozade Energy, Lucozade Sport and Lucozade Alert, but view them all simply as "Lucozade".

The campaign kicks off with the first of two new TV adverts airing tonight and running throughout the summer selling season. The advert has the Bring the Energy ethos at its heart and sees a basketball team and a group of Northern Soul dancers arrive at a local sports hall to find it double booked. The two groups come together through a dynamic collision of energies with the players’ and dancers’ moves ultimately combining and mirroring each other, all fuelled by Lucozade to show how the drinks help people to find their form. This high-energy story will be revived in a sequel rolling out later this year as part of a multimillion-pound investment in TV advertising for Bring the Energy.

“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 Elise Seibold, Marketing Director at Suntory Beverage & Food GB&I. "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.”

As part of the brand relaunch, the Lucozade range has also undergone a redesign featuring an updated logo and packaging. This striking new look has been specially developed to capture the essence of Lucozade on shelf, and resonate with long-standing fans while also standing out to new shoppers.