Lucozade introduces groundbreaking masterbrand strategy to unify its product line
Discover how Lucozade is revolutionizing its brand image with a cutting-edge masterbrand strategy that brings together its Sport and Energy products under one cohesive platform.
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' aims to connect its popular products in a new way, which has never been done in the brand's almost century-long history.
The platform is kicking off with a fresh TV ad called 'Basketball x Northern Soul', made in collaboration with adam&eveDDB. The ad showcases a basketball team and a group of Northern Soul dancers arriving at a sports hall only to discover it has been double-booked. Despite the mix-up, the two groups come together and enjoy the space in a synchronized manner. This spot is crafted to highlight how Lucozade Sport and Energy can support individuals in overcoming challenges, regardless of their interests.
Lucozade underwent a relaunch following two years of Gemba research, a method used by its parent company Suntory in Japan. This technique involves closely listening to consumers and conducting interviews at the beginning stages of product and strategy development.
As part of the relaunch, the soft drinks brand revamped its brand assets with a fresh visual identity. The new design deviates from the traditional vertical watermark, instead opting for a rotated look that features a more prominent yellow arc, which is now consistent across the entire product range.
Lucozade collaborated with Pearlfisher London to create a new pack design that aims to attract both loyal customers and new shoppers in a crowded retail market. The goal is for Lucozade to stand out among its competitors.
Elise Seibold, the marketing director at Suntory Beverages and Food, GB and Ireland, describes the process as an exciting journey to update the iconic Lucozade packaging. The new design showcases Lucozade as a confident masterbrand with distinct drink ranges that offer unique products.
Our Website will be publishing an in-depth interview with Seibold about the strategy behind the relaunch early next week.
Editor's P/S:
Lucozade's latest brand platform, "Bring the Energy," marks a significant shift in the iconic brand's history. By uniting its Energy and Sport drinks under one umbrella, Lucozade aims to create a cohesive brand experience that speaks to a wider audience. The platform's launch with the "Basketball x Northern Soul" ad cleverly highlights the versatile nature of Lucozade products, showcasing their ability to energize and support individuals regardless of their pursuits.
The relaunch is the culmination of extensive Gemba research, emphasizing Lucozade's commitment to understanding consumer needs. The refreshed brand assets, including the rotated yellow arc and bold packaging design, aim to enhance shelf presence and appeal to both loyal and potential customers. Overall, the "Bring the Energy" platform and relaunch position Lucozade as a modern and dynamic brand that embodies the spirit of energy and vitality.
