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Lucozade launches first masterbrand platform to unite its offering

Lucozade has launched a new brand platform bringing together its Energy and Sport drinks brands for the first time.

The masterbrand platform ‘Bring the Energy’ looks to tie its most popular products together in a way that hasn’t been attempted in the brand’s 97-year history.

The platform is launching with a new TV ad ‘Basketball x Northern Soul’, created in partnership with adam&eveDDB, which sees a basketball team and a group of Northern Soul dancers turn up to a sports hall to find it has been double-booked. The two groups put their differences aside and enjoy the space together in a tightly choreographed spot, designed to position Lucozade Sport and Energy as helping people rise to the challenge no matter what they love to do.

Lucozade embarked on the relaunch after undergoing two years of Gemba research, a technique utilised by Japanese parent company Suntory, which involves intensive consumer listening and interviews at the earliest stages of product and strategy development.

Brands will be ‘eaten alive’ by private label if they don’t invest, warns Suntory marketing chiefThe soft drinks brand has also undergone a complete overhaul of its brand assets with an updated visual identity. The new design moves the brand away from its traditional vertical watermark and rotates it to look up at a far more amplified, yellow arc made consistent across the portfolio.

Designed in collaboration with Pearlfisher London, Lucozade hopes its updated pack design will appeal to both long-standing fans and casual shoppers, and help it stand out in an increasingly competitive retail landscape.

“This has been an exciting journey in developing the iconic Lucozade pack of the future, standing as one confident masterbrand made up of distinct drink ranges that have separate offerings,” explains Elise Seibold, marketing director at Suntory Beverages and Food, GB and Ireland. 

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Marketing Week will be publishing an in-depth interview with Seibold about the strategy behind the relaunch early next week.

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