Lucozade has unveiled a new masterbrand platform that unites all three sub-brands.
Billed as the biggest relaunch in brand history, the masterbrand platform encompasses TV advertising, social, in-store activation, consumer sampling and more under “Bring the Energy” messaging.
Following the recent launch of Blucozade, this new platform continues to unite its three key drinks - Lucozade Energy, Lucozade Sport and Lucozade Alert. The unifying brand platform was developed following two years of 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 that will run throughout the summer selling season.
As part of the brand relaunch, the Lucozade range has also undergone a redesign featuring an updated logo and packaging.
Marketing director at Suntory Beverage & Food GB&I 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.”
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