Lucozade Energy has always seemed a brand obsessed with physicality.
Previous campaigns featuring the pneumatic Lara Croft have emphasised the benefits of the glucose drink for the body.
But a new campaign from Ogilvy & Mather turns this premise around by delivering a fresh creative concept that uses the positioning of Lucozade drinkers being full of infectious energy.
A television and cinema campaign, featuring two spots, begins at the end of October. "Bird" shows men in a postroom being brought to life by the power of Lucozade, while in "amoeba" the creative aims to show how Lucozade drinkers have a positive, contagious approach to life.
The latest push targets young men aged between 18 and 30, as the brand bids to widen its audience beyond the sports performance market. For example, manual labourers who consume Lucozade as a soft drink instead of as a sporting energy product are one focus for the strategy.
Because of this target, £2.2 million out of a £5.5 million budget has been dedicated to establishing an outdoor presence because while the target audience is characterised by its high level of TV viewing, it is also highly mobile.
The distribution of outdoor sites, bought by Posterscope, was based on the opportunity for the brand in terms of volume sales. Research has shown that Lucozade drinkers are traditionally city dwellers, so there will be a heavy presence in cities such as Birmingham, Manchester, Liverpool and London.
Jane Cunningham, the head of planning at O&M, says: "People buy Lucozade in such a split-second way that we had to make sure the brand is salient. So the advertising has to be instantly recognisable and extremely accessible."
The TV schedule focuses heavily on programming with a strong 16- to 34-year-old audience. This includes The OC on Channel 4 and E4 and films such as The Matrix. When the campaign breaks, it will be around shows with a cult following, such as Bo Selecta, before moving towards those with a mass audience appeal, such as Coronation Street.
Chris Binns, the account planner at MediaCom, Lucozade's media agency, says: "The brand strategy is quite a move forward, so we needed to create a sense of excitement around the campaign. The media strategy was about picking off certain TV programmes at the start and then moving towards a more mass audience, similar to how one person in a group of friends has more energy than the others and this then becomes infectious."
It is hoped that the media strategy will help to achieve the effect of having a more personal conversation about the brand that mirrors the infectious nature of the creative work. Once the TV and outdoor work has been established, the creative will extend to press and point of sale. But the main aim is to ensure that Lucozade maintains its leadership in the energy performance drink sector.
Media: Television, cinema, posters, bus sides
Agencies: Ogilvy & Mather, MediaCom, Posterscope, Billington Cartmell
Media idea: Convey the infectious energy of the brand