Lucozade, in collaboration with adam&eveDDB, has launched a groundbreaking campaign and brand platform that brings together Lucozade’s legendary Energy and Sport drinks for the first time in the brand’s 97-year history.
The inaugural advertisement, directed by Sam Brown of Rogue, known for directing music videos for the likes of Jay-Z and Adele, aims to illustrate how Lucozade empowers individuals to tackle challenges and perform with vigor in the moments that matter most to them.
The scene unfolds in a sports hall where a basketball team and a troupe of Northern Soul dancers arrive, only to discover a double booking.
Choreographed by Supple Nam, the two groups improvise and deliver a captivating performance, seamlessly blending their movements into a balletic masterpiece. Set to the rhythm of the 2021 track “Roll Call (feat. TT The Artist & Mighty Mark)” by TSU Terry, the advertisement showcases authentic British talent, including renowned Northern Soul performers and the UK Dunk Champion.
As part of its comprehensive master brand refresh, Lucozade is set to unveil a fresh visual identity and packaging redesign, spearheaded by design agency Pearlfisher. This revamp will be systematically introduced across the complete product lineup, signaling a unified and updated look for the brand.
