For the first time in the brand’s iconic history, following extensive months of consumer research, Lucozade is unifying its’ product portfolio under one singular megabrand. The brief was to capture the unique value that Lucozade offers consumers; your body's fuel to release what's inside and feel on-form. With the main objective to give prominence to the sentiment of the brand and behave singularly as a true megabrand.

Northern Soul was the logical starting point for the track; however, as the edit developed we quickly realised that with an unexpected track, that could capture both activities, this better represented the idea of two different energies colliding. Roll Call had the right energy to complement what we were seeing on screen and sonic chapters to signal the three sections of the spot. But rather than simply use the track - to own our heritage as a British icon, we commissioned a re-recording with British artist Cartel to bring the soundscape closer to the British shores. The final layer of sound design was the introduction of the new Lucozade sonic logo created to cue the dynamic positive energy of the brand which integrates into the stems of the track to act as an emotional and sonic full stop to the ad

"Due to the infancy of the campaign (launched April 11th), we are unable to share long term impact; however, this campaign marks the new shape of the Lucozade brand. Bring the Energy is not just a campaign signature but moving forward, will also inform how we behave as a brand from partnerships to internal structures to channel tone of voice.

What is promising to see is that within the first week of having our campaign launched, we’ve seen a 28% uplift in mentions for Lucozade. We anticipate this only to increase further with upweighted media investment and additional activity scheduled for later in the year. In the same window, we’ve experienced a 7% uplift in positive sentiment for the brand."