Lucozade features musicians for first time in brand repositioning

Lucozade is using musicians as brand ambassadors for the first time in its latest marketing campaign, repositioning the entire Lucozade portfolio as a “celebration of energy”.

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The GlaxoSmithKiline-owned brand wants to re-connect with its target 16-24 year-olds demographic by using age-relevant musicians as well as sport stars in all its upcoming campaigns.

A Lucozade Sport TV ad, which features rapper Tinie Tempah, former Blink 182 drummer Travis Barker and Irish world champion boxer Katie Taylor, will launch Lucozade’s new brand strapline “YES”.

The YES campaign extends Lucozade’s relationship with music, following its on-pack promotional campaign with Spotify that launched earlier this month.

Collectively, the Lucozade brands are the second biggest in the UK behind Coca-Cola. Sales increased by 10% to £120m in 2010, according to Nielsen.

Lucozade marketing director Suzy Smith says: “Lucozade is a brand that physically creates energy through its product. This [advert’s] attitude is infectious and the YES campaign uses music as a tangible energy to bring the campaign to life.”

YES brand messaging will also be included in Lucozade’s presence at the Virgin London Marathon next month and its other sport sponsorships.

Two further YES TV ads will follow this summer for Lucozade Sport Lite and Lucozade Energy.

The Tinie Tempah ad will premiere during the Champions League quarter-final second leg between Manchester United and Chelsea on 12 April. The campaign will also roll out across cinema and digital.

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