Lucozade's new campaign seeks to reposition the brand less as a hangover cure and more as the drink of choice for busy people on the move who want to be on top form.
A light-hearted TV spot, created by Grey London, shows people in everyday situations – at work, in the gym, driving – performing at a level beyond normal people thanks to Lucozade. The £14 million campaign includes outdoor exections and a number of takeovers at train and Tube stations. The brand is even planning to divide the tunnels at Oxford Circus station into "slow" and "flow" lanes. The ad was created by Theo Bayani and Miguel Gonzalez, and directed by Nathan Price through Park Pictures.