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By Ishbel Macleod, PR and social media consultant

April 22, 2013 | 1 min read

Lucozade Energy has announced the launch of its next global campaign with Grey London, showing a day in the life of hero Dan, from spreadsheet-smashing to crocodile wrestling.

Part of the brand’s YES positioning, the campaign is the first work from former Wieden+Kennedy creative director Darren Wright.

Wright said: “The YES proposition is all about creating physical and emotional energy, as opposed to merely selling it. We’ve used music to great effect in the past; and now we’ve opened up the comedic side of the brand. It’s a lot of fun and adds a fresh slant to the campaign, while still feeling very on-message.”

As well as TV, it will include through the line activity, including outdoor, press, digital and in-store.

Jon Roberts, global marketing head at Lucozade, added: “Lucozade is brand that has always celebrated energy, we now wanted to create communication that showcases how hard working the glucose ingredient is, but that still delivered impact and entertainment”.

The campaign also introduces the line ‘Powered by Glucose'.

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