The energy drink will challenge consumers to “Do More” and getting involved in a promotion that will give five wining individuals and their closest friends a chance to go on a “once in a lifetime” physical challenge in different locations around the world.
Its previous campaign featured the strapline “Energising Britain”, and prior to that its was “Get Your Edge Back”. Both formed part of marketing focused on delivering a functional message.
The brand’s new strategy will now aim to create an emotional call to action and target a wider audience.
Outdoor and radio advertising, created by Billington Cartmell, will depict images of various physical activities, such as sand boarding in Namibia, through to driving cattle in the Wild West.
A microsite has also been created by Fuse to direct consumers to enter the competition.
The site will feature an array of content from each of the winners’ challenges. A Lucozade Energy reporter will also travel with them to provide daily blogs, video content, photographs and interviews.
Fans will be able to follow the campaign via the site itself, or through a dedicated Facebook fan page, Twitter feed, YouTube channel and Flickr page.
Splendid Communications will drive activity in social media channels and provide content for bloggers and other websites.
The marketing investment also includes Lucozade Energy’s sponsorship of Big Brother 10, with advertising idents, created by M&C Saatchi, unveiled on June 1.