The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

February 10, 2014 | 3 min read

As part of its £10m investment in the brand Lucozade Energy, through Grey London, has teamed up with Sony Records and new artist Dominique Young Unique to energise the brand’s ‘YES’ proposition.

Unveiled last night (Sunday 9 February) during the debut of Danny Boyle’s new series Babylon on Channel 4, the campaign sees Lucozade Energy return to screens following a three year hiatus and is Grey’s first work for the brand since its sale to Suntory last year.

The TV, cinema, OOH and DOOH activity seeks to define and visualise Lucozade’s ‘YES’ moment proposition, first introduced in 2011.

Directed by Emily Kai Bock, the ads soundtrack ‘Throw it Down’ from up-and-coming artist Dominique Young Unique hopes to create relevance for the brand amongst 16-24 year olds. Rather than buying the rights to an established artist’s track Lucozade chose to commission a rising star and break the track, which will become the artist’s first UK single release in April. Additionally, the accompanying music video will comprise of footage from the Lucozade Energy shoot.

“Lucozade Energy is flying at the moment and we plan to keep up the momentum by taking the plans to the next level this year…it’s great to now be working with Dominique Young Unique, providing a platform for her in the UK and bringing new music to our audience. With more new products, an even bigger promotion, and huge support behind the YES campaign, 2014 will be a big year for the brand,” remarked David Stratton, Lucozade brand development director.

Darren Wright, creative director, Grey London, commented: “The Lucozade energy YES campaign is all about positive, uplifting, YES moments. It's about creating energy rather than just selling it and music plays a massive part in that…For this campaign we wanted to build on this but bring something new and different to the table. The Dominique track has amazing energy which has been captured beautifully by Emily Kai Bok, a brilliant director who recently shot Arcade Fire's latest music video.”

The integrated campaign sees the return of the ‘YES Project’ on-pack offer where customers can win prizes every hour, among the items up from grabs are festival tickets, spring break adventures in Cancun, European city breaks and various YES goodies.

Lucozade

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