Prime Cuts

#005 - Lucozade Brings The Joy

Alan Parry

We discuss the first ad in Lucozades new unified rebrand.

We discuss the first ad in Lucozade's new "Bring The Energy" campaign. Lucozade, in partnership with adam&eveDDB, has launched the campaign, uniting its Energy and Sport drinks for the first time in its 97-year history. This new platform is designed to shape all aspects of Lucozade's business and represents a major organizational shift for the iconic British drinks brand.

We take a moment to marvel at the choreography and the sheer joy the tv spot exudes.

As part of the brand refresh, Lucozade has introduced a new visual identity and packaging redesign created by Pearlfisher, featuring an updated arc and wordmark. The campaign also debuts Lucozade's first-ever sonic logo, developed by Sonicbrand in collaboration with adam&eveDDB, which aims to convey a positive and energizing sound.

Elise Seibold, Marketing Director at Suntory Beverage & Food, emphasized that the campaign celebrates the joy of bringing energy to one's passions, aiming to resonate with audiences and keep motivation high. Rick Brim, Chief Creative Officer at adam&eveDDB, expressed excitement about the platform, praising its ability to ignite passion and positivity.

They recently followed up with another TV ad, featuring Jude Bellingham, but for me this one still steals the show.

The spot showcases real British talent, including globally recognized Northern Soul dancers and the UK Dunk Champion.

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