BITE Insight

Lucozade first partnered with Anthony Joshua in June of last year, enlisting him to help front their Lucozade Sport ‘Made to Move’ platform. The campaign is designed to get the nation moving and leading a more active and healthy lifestyle – Lucozade have pledged to get one million people moving by 2020.

The campaign launched with Joshua inviting his fans on Twitter to join him for a run around Hampstead Heath. Over 300 people turned up. Joshua next led the first live streamed workout session for Lucozade, who suggested that more than 60,000 people tuned in. Subsequent sessions were led by other influential fitness trainers, sportsmen and women.

The most recent ‘Made to Move’ 90 second short film depicts Joshua’s life, from young boy growing up in Watford, to getting in trouble with the police, learning to be a bricklayer and eventually going on to become heavyweight champion. It has been released ahead of Joshua’s fight with Wladimir Klitschko, taking place on April 29 at Wembley Stadium, where they will battle for the titles IBF, IBO and WBA Super Heavyweight Championships of the world. The fight has sold out to its entire 90,000 person capacity and is set to be watched by over 1 million people, providing Lucozade with an unprecedented platform from which to showcase their campaign and, ultimately, their brand.  

The short film, which stars both Joshua and his mother Yeta, will be the final ad to play on Sky Sports before the fight is broadcast and Joshua steps into the ring. The timing of the advert allows Lucozade to capitalise on the excitement and subsequent social media frenzy that is set to ensue before, during, and after the championship fight.