Sport and energy drink Lucozade teamed up with creative agency Adam & Eve/DDB and design agency Pearlfisher to unveil its first major brand redesign in almost a century in the form of a fresh masterbrand platform which refreshes its assets – including a new visual identity and package design – and promotes the evolution through an uplifting, TV led campaign that ties these assets together.
Objective
Amid an increasingly competitive landscape and a crowded sector, the UK based, Suntory owned beverage company on the masterbrand – its first in its 97-year history – which consolidates its Lucozade Energy and Lucozade Sport ranges into a unified masterbrand called ‘Bring the Energy’.
The aim is to create a cohesive, unified brand presence which helps the products stand out from the clutter.
The goal of the ad campaign that followed was to ‘show how Lucozade can help people feel energised in the moments when they need to’.
Activation
Extensive customer research by Gemba over the last two years – involving thousands of hours of consumer listening and interviews – built a deeper understand of the target audience and ensured the design team integrated consumer feedback into the process in real-time. Arguably the biggest takeaway from this process was that the majority of consumers see Lucozade as one single brand with multiple different product variants.
The designers at Pearlfisher then researched the brand’s long design and creative history before choosing to revitalize the iconic Lucozade arc and wordmark with updated graphics that move on from the previous vertical wordmark by rotating it to lock up and amplify the arc and then using a vibrant yellow color synonymous with the energizing brand promise. It also introduced a fresh sonic logo, developed by Sonicbrand, designed to ‘bring an energising sound to go with the upward motion of the brand’s new animated logo’.
The team believe this is a ‘modern, bright and bold approach’ which stretches across Lucozade’s entire portfolio.
A joint brand, design and agency team then introducing the masterbrand through an integrated ad campaign fronted by a TV spot running under the new ‘Bring The Energy’ platform called ‘Basketball x Northern Soul’.
The short film acts as a rallying cry that shows how Lucozade ‘helps people to rise to the challenge and to move with energy in the moments that matter to them’. Blending sport, music and dance, the spot sees a basketball team and a group of Northern Soul dancers turn up to a sports hall to find it’s been double booked. Through choreography by Supple Nam, the two groups then give it their all in a balletic/athletic collision of energy.
The hero commercial, which was directed by Rogue Films’ Sam Brown (best known for helming music videos for Jay-Z and Adele), dropped across paid and owned platforms from 11 April. The ad, which features British dance and dunk talent, ran on-air and online with media planning and buying was handled by EssenceMediacom.
“We know how important it is to have a recognizable and distinctive brand through all channels, whether online or offline. With the arc elevated to be at the heart of the design, our approach was to then refine and communicate the distinct offerings of the drinks, from glucose to electrolytes, ensuring clarity, consistency and relevance. This rebrand was all about enhancing Lucozade’s impact on shelf and reinforcing its credibility and iconicity as one of the UK’s most established energy and sports drink brands.”
Pearlfisher Partner David Jenkinson
“This has been an exciting journey in developing the iconic Lucozade pack of the future, standing as one confident masterbrand made up of distinct drink ranges that have separate offerings. Our revitalized brand logo is the beacon of Lucozade’s positivity, surrounded by elements that cue the brand’s credibility as the original energy brand. We can’t wait to see the packs hit the shelves this summer as part of a huge year for Lucozade. 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.”
Suntory Beverage & Food Marketing Director Elise Seibold
“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.”
Adam&EveDDB’s Chief Creative Officer Rick Brim
It was back in 2019 that Lucozade appointed Adam & Eve/DDB to its creative account after parting with Grey London who had held the role for the previous decade.
Previous notable marketing bursts from the brand have ranged from 2023’s ‘Here To Hydrate’ and ‘Get Moving’ to 2022’s ‘The Very Unofficial England-ish Supporters Jumper’ and 2019’s ‘Three Lionesses’ anthem rewrite.