Lucozade looks to become more everyday product with £14m campaign

Lucozade’s new £14m brand positioning campaign “Find Your Flow” is crucial for the brand to be seen as “more than just a sickness and hangover-cure” according to brand director David Stratton.

TV ads, along with social media activity, will be rolled out this month, championing the brand’s appeal to commuters caught up in everyday situations through its “Find Your Flow” messaging and a focus on the “iconic” shape of the Lucozade bottle.

There will also be a step up in OOH activity, with the brand aiming to put one million bottles into the hands of commuters through activity at UK stations including Manchester Piccadilly, London’s Oxford Circus and London Waterloo.

Stratton told Marketing Week that the campaign, designed by Grey London, is all about changing the public’s perception of Lucozade.

“You don’t become a £320m brand by only standing for a couple of occasions but there is room to make Lucozade top of mind in more areas. We want it to be the solution to a lot more everyday situations such as the commute home or the afternoon slump at work,” he explained.

“I think in the past our ads had a real swagger and were delivered with that glint in their eye – we have perhaps lost that excitement. With these new ads, I think that personality is shining through again.”

The sugar debate

Lucozade owner Suntory, which also owns sister brand Ribena [Lucozade and Ribena were sold by long-term owners GlaxoSmithKline to Suntory for £1.35 billion two years ago], has been in the headlines recently after Tesco opted to stop selling some children’s variants of Ribena due to its negative impact on health.

And Stratton admits that the current sugar clampdown within British retail has forced the brand to look at things differently.

“It’s now all about ensuring we offer the consumers proper choice, that is what we are now most conscious of,” he added.

“Our product pipeline is focused on as many non-sugar options as possible. The innovation here, whether at Lucozade or Ribena, is driven by sugar free.

“I wouldn’t call what we are seeing a witchhunt at all. We are collaborating positively with the retailers to ensure we are responsible.”

Lucozade recently launched a Cloudy Lemonade flavour, which had a 50% reduction in sugar and Stratton said it will soon follow it with a Tropical Fusion variant.

He also said that the rest of this year’s sporting marketing activity will be focused on the Rugby World Cup with football “taking a back seat.”

He concluded: “It isn’t about one or the other, we aim to support our three key sports (football, rugby and running) evenly. But our focus is always to support the one that ties into a major event so rugby will be the driver this year.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here