Lucozade unveils new major brand overhaul

Move aligns the Lucozade sub-brands for the first time

A woman taking an exercise class drinks from a bottle of Lucozade Sport featuring the new design.
Suntory Beverage & Food GB&I has unified the Lucozade brand for the first time with its three sub-brands featuring a new TV campaign and pack design.

SUNTORY Beverage & Food (SBF) GB&I has unveiled what it has called the biggest relaunch in the history of the Lucozade brand with an aim to unite its three sub-brands.

Following the successful launch of Lucozade Blue, SBF is now on a mission to bring together the Lucozade Energy, Lucozade Sport and Lucozade Alert sub-brands together on the same platform in a bid drive sales of the energy drink.

To do so, the soft drinks giant has unveiled its new ‘Bring the Energy’ campaign with a focus on how Lucozade helps to fuel people through the day to rise to different challenges with help from the brand along the way.

The campaign kicks off with the first of two new TV adverts which will air tonight (12 April) and will run now and through the summer months to keep the brand on the forefront of consumers’ minds during the season.

Further to its presence across TV, the new marketing will also encompass social advertising, in-store activations, consumer sampling and more.

Pack shots of the new design across Lucozade Energy and Lucozade Sport bottles.
The new brand platform for Lucozade has been inclusive of a new pack design across the range.

The unifying brand platform has been developed following two years of in-depth research which has seen SBF speak with over 6,000 consumers which found that shoppers, on the majority, do not separate the three sub-brands Energy, Sport and Alert but instead view them all simply as ‘Lucozade’.

Helping to align with this consumer mentality as well, SBF has unveiled the new design for the Lucozade brand, with a unifying design found on labels which SBF said will capture the “positive and energising essence” of Lucozade.

Elise Seibold, marketing diretor at SBF GB&I, said: “Bring the Energy is a new era for us; an insight-backed move to bring all sub-brands together to strengthen the incredible power of our brand.

“With a multimillion-pound media investment backed by in-store activation and sampling, we’re making sure Lucozade is unmissable throughout this mega summer of sport – and beyond!

“Retailers should stock up on our full range of formats to ensure their chillers are ready to tap into these extra sales opportunities at every occasion.”