Lucozade to review digital account

The Drum understands that GlaxoSmithKline is set to review its digital account for energy drinks brand Lucozade.

The account has been held by Leicester based Fuse Digital since 2004.

The review, which is not yet thought to have taken place, follows closely on the heels of Fuse Digital’s video for Lucozade Alert Plus, a parody documentary of an encounter with an ancient rainforest tribe.

A spokesperson for GlaxoSmithKline said that the company would not comment on rumour and speculation when asked for a reason for the review.

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

It is also not known whether Fuse Digital will take part in the pitch at the time of writing.

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