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Lucozade brings the positive energy with its new creative platform
With a £10m investment and intended reach of 97% of the population between now and the end of this year, Lucozade's new platform brings to life that feeling you get when you are ready to take on whatever lies ahead.
Izzy Ashton
Deputy Editor, BITE CreativebriefLucozade
Our first campaign for Lucozade captures the feeling of when you have just had a Lucozade and you are ready to take on anything. 'Hula' is the first piece of work from our brand new creative platform, 'It's On' coming to life across TVC, OOH, Social, Digital & Print.
- Agency:
- adam&eveDDB, London
Sector
Food & Drink
Bite Insight
The wonderful thing about the changing seasons, about the appearance of sunshine and longer days is that the world can’t help but feel a little bit more positive, whatever winter has thrown at you.
It is this positive energy that Lucozade aims to capture through its new creative platform from adam&eveDDB, ‘It’s on’, planned and bought by MediaCom.
With a £10m investment and intended reach of 97% of the population between now and the end of this year, the platform brings to life that feeling you get when you are ready to take on whatever lies ahead.
The first iteration of the campaign is ‘Hula’ a creative breaking on TV that sees a man throwing his empty Lucozade bottle in the bin and hula-hooping his way home from the shop to the soundtrack of Ini Kamoze’s iconic track Here Comes The Hotstepper.
The film was written by Genevieve Gransden and Selma Ahmed and directed by Max Weiland through Somesuch.
Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I said: “‘It’s on’ brings to life Lucozade’s iconic positive energy and what it feels like to be at your best. The platform will give renewed direction, distinction and value to this much-loved brand.”
This campaign is accompanied by the tagline, ‘when you’re on, it’s on.’ After a winter spent in lockdown, the arrival of Spring feels like an opportunity to throw open the windows, dust off the cobwebs and get out into the sunshine. It’s the post-pandemic positivity we all need.
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