Lucozade to ‘Bring the Energy’ in major rebrand by adam&eveDDB

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Lucozade and adam&eveDDB have launched a major new campaign and brand platform bringing together Lucozade’s iconic Energy and Sport drinks for the first time in the brand’s 97-year-history.

Historic Lucozade rebrand

The new masterbrand platform, “Bring the Energy” is a rallying call that shows how Lucozade helps people to rise to the challenge and to move with energy in the moments that matter to them.

It is designed to shape every facet of Lucozade’s business and marks a significant organisational shift for the iconic British drinks brand.

The unifying brand platform was developed following thousands of hours of ‘Gemba’ research – a specialist Japanese method introduced by parent company Suntory, which involves intensive consumer listening and interviews at the earliest stages of product and strategy development.

Conducted over two years, this research defined a deep understanding of the target audience; the differentiated value Lucozade provides and uncovered the simple truth that consumers see Lucozade as one brand with multiple different products

The “Bring the Energy” campaign launches with a TV spot “Basketball x Northern Soul” (above), which sees a basketball team and a group of Northern Soul dancers rock up to a sports hall to find it’s been double booked.

Choreographed by Supple Nam, the two groups give it their all and we see a collision of energies as a balletic masterpiece unfolds. The basketball players’ and dancers’ moves combine and seamlessly mirror each other, to highlight how Lucozade helps people find their form.

Our cast featured globally recognised Northern Soul talent and UK Dunk Champion, putting the spotlight on real British talent.

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New energy: Lucozade in first major rebrand for decades.

The spot was directed by Sam Brown through Rogue, the acclaimed director behind music videos for Jay-Z and Adele. It will air on TV and online from 11 April, with further campaign activity to follow.

As part of the masterbrand refresh, a new visual identity and packaging redesign (including Lucozade’s arc and wordmark) has begun to roll out across the brand’s entire range, created by Pearlfisher.

Lucozade’s revitalised brand assets are showcased in the TV ad, which also marks the debut of the brand’s first-ever sonic logo.

Sonicbrand, in conjunction with adam&eveDDB, developed Lucozade’s first ever sonic logo bringing a positive and energising sound, designed to work seamlessly alongside the dynamic upward motion of the brand’s new animated logo.

Elise Seibold, Marketing Director at Suntory Beverage & Food, said: “The core of this campaign is to celebrate the pure and uncomplicated joy of bringing your everything to the thing you are passionate about.

“We want audiences to resonate with the energy that they see on screen and what it means to feel on form. Bring The Energy highlights how our brand is always there to keep the motivation and movement going.”

Rick Brim, Chief Creative Officer at adam&eveDDB, said: “This is a huge moment for Lucozade; BRING THE ENERGY is a brilliant brand platform that ignites real passion and positivity.

“This campaign is all about everyone bringing their all and more – we couldn’t be happier with how it’s come to life.”

The media was handled by EssenceMediacom.