For the first time in the brand’s iconic 97-year history, we created a new brand platform that unified the sport & energy products; ‘Lucozade. Bring the Energy’. 

Lucozade has traditionally always marketed its products individually, but extensive research revealed that consumers actually saw Lucozade products as one brand. Our challenge was to capture the unique value that Lucozade offers consumers – your body’s fuel to release inside and feel on- form – and for the first time ever, unify Lucozade’s product portfolio under one masterbrand.

At the heart of this platform is the idea that Lucozade enables people to bring their energy to the moments that matter to them, whether that’s in life or in sport and was designed to shape every facet of Lucozade’s business and marks a significant organisational shift for the iconic British drinks brand.

This platform reflects the insight that everyone has moments where they want to show up as ‘them on a good day’, but sometimes struggle to get going on their own. In those moments, Lucozade is a motivating boost that helps you feel on form when you need it most.

As part of the refresh, we collaborated with Pearlfisher to create a new visual identity and packaging. The redesign was implemented across the brand’s entire range, and we developed the brand’s first-ever sonic logo.

The platform is carried through from AV and online to social, to sponsorship & in store, embodying what the brand is all about; rallying and raising the energy, and spotlighting those who radiate positive energy. Giving people a motivating boost, wherever we show up in the world.

The “Bring the Energy” campaign launched with its first spot, “Basketball x Northern Soul”, which sees a basketball team and a group of Northern Soul dancers rock up to a sports hall to find it has been double booked. The two groups give it their all and we see a collision of energies as a balletic masterpiece unfolds. The basketball players’ and dancers’ move combine and seamlessly mirror each other, to highlight how Lucozade helps people find their form.

This second spot “Football x Renovators” launched in the build-up to Britain’s summer of sport and the 2024 UEFA European Football Championship. It features a group of friends ready to have a kick about on their local pitch, only to find it’s in the middle of being renovated by a group of volunteers installing an artistic mural. The two groups engage in a high-skilled match, showcasing their ability and passion on the pitch, fuelled by Lucozade.

Lucozade has an extensive history of working with British football icons, with a long-standing partnership with the Football Association – the men’s and women’s teams – and having also previously collaborated with John Barnes and Steven Gerrard.  As the future face of English football and with impressive records and silverware already to his name, Jude Bellingham perfectly embodies the brand’s rallying cry to ‘Bring the Energy’. This partnership further strengthens Lucozade’s association with football, and particularly its focus on nurturing next generation talent.