The buzz: Lucozade reinvents itself

Lucozade's knack for reinvention rivals Madonna.

The buzz: Lucozade reinvents itself

The drink was first marketed as an aid to convalescence and then a performance-enhancer for athletes. Now, with Grey’s help, it is positioning itself as an ally to the busy with a humorous ad showing people at the top of their game. But will people accept Luzozade’s new guise?

A more accurate lucozade advert would be a really hungover geezer in bed trying to drink it without sitting up all the way!

The new lucozade advert with its lack of gender stereotypes n strong women makes me happy #lucozade

@TheLastLeg #isitok that the new lucozade ad sounds like it’s for tampons & then they drink from a bottle of red liquid... flooowwww  

Is the new Lucozade ad the best ever on TV. I think it might be...

Spotlight on...

Russell Davies Outgoing director of strategy, Government Digital Service

So, goodbye, Russell Davies, the director of strategy at the Government Digital Service, who has decided to move on after nearly four years. The Campaign contributor, famed for his ability to cut through the crap, stayed true to form in his exit blog: ‘My team don’t need me any more. I’m getting old. And Mike [Bracken, the GDS executive director]is leaving.’ Davies is full of stories about the kind of efficiencies his team have introduced over the years. Here’s hoping his team’s streamlining work will live on.