British beverage brand Lucozade has embarked on a significant rebranding initiative, marking its most extensive redesign in nearly a century.
The rebranding brings the company’s three products, Lucozade Energy, Lucozade Sport, and Lucozade Alert, under one masterbrand platform.
Titled “Bring the Energy,” the new platform signifies a strategic shift in the brand's approach, which includes a logo and packaging update.
According to brand design agency Pearlfisher London, who developed Lucozade’s new logo and packaging, the brief was to produce a "powerful and cohesive brand presence that resonates with both long-standing fans while also appealing to new shoppers.”
“With the arc elevated to be at the heart of the design, our approach was to then refine and communicate the distinct offerings of the drinks, from glucose to electrolytes, ensuring clarity, consistency, and relevance," David Jenkinson of Pearlfisher explained.
Designing the Masterbrand Platform
Lucozade’s masterbrand platform was conceptualized after two years of Gemba research, a method employed by its Japanese parent company Suntory.
This entailed in-depth consumer engagement and interviews during the initial phases of product and strategy formulation.
Informed by over 6,000 consumer insights, the new branding emphasizes the importance of a visually impactful and unified presence on retail shelves.
“Our revitalized brand logo is the beacon of Lucozade's positivity, surrounded by elements that cue the brand's credibility as the original energy brand,” Elise Seibold, marketing director at Suntory Beverage & Food GB&I, shared.
Empowering Consumers through Energy-Centric Messaging
“Bring the Energy” is envisioned to influence all aspects of Lucozade's operations, from product innovation to marketing strategies and customer interactions.
Central to this initiative is the brand's dedication to promoting physical and mental energy which aims to inspire consumers to embrace their full potential in every moment.
This is exemplified in the TV commercial, developed in partnership with creative agency adam&eveDDB, that starts airing on April 12 and runs the entire summer season.
Titled “Basketball x Northern Soul Dancing,” the one-minute ad with a basketball team and Northern Soul dancers arriving at a gym, only to discover it has been double-booked.
The two groups come together, with their movements eventually synchronizing and reflecting each other — all in tune with the upbeat song that works as a tutorial.
“Cherry Hill! Side kick, SpongeBob, Sexy Walk. Heel toe, footwork, Crazy leg, Rock off,” the song goes.
This high-energy storyline will be continued in a sequel, which is set to be released later this year as part of Lucozade’s substantial investment in TV advertising.
“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,” Seibold concluded.