The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

April 6, 2010 | 2 min read

An ancient tribe gets its first taste of Lucozade in a new spoof documentary video from Fuse Digital.

The spoof, set deep in the rainforest, shows the tribe's chief revealing on camera the time-honoured secret recipe behind his very own energy drink, an unappealing concoction of bush tucker, pulped tree frog and monkey anus.

Once the chief has happily devoured his locally-sourced drink he is introduced to a bottle of Lucozade Alert Plus by a member of the film crew to see how it compares.

Lucozade launched the Alert Plus drink last year and briefed Fuse to recognise consumer feedback which - in Lucozade's words - said the new product's taste "was not always as expected". Hence the chief's Marmite-style reaction.

“Fuse has produced a digital solution that does much more than simply answer the brief,” said Alex Saunders, Lucozade Alert Plus brand manager. “It’s engaging, thoroughly entertaining and addresses some of the consumer feedback in an extremely creative way.”

The video's script was written by creative team Craig Buzzel and Richard Davis and directed by BAFTA-winning comedy director David Kerr. It was seeded online with the aim of exceeding 125,000 hits via social media and other channels.

Fuse Digital Lucozade

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