Lucozade Sport To Consumers: 'It's On.'

by Fern Siegel , January 11, 2023

It's a new year and Lucozade Sport, the energy drink, has a new message for Britain: Get moving.

Agency adam&eveDDB has created a new 30-second TV spot, "Statue," which highlights the active lifestyle. The target audience are people who exercise vs. the idea the drink is only viable for athletes. The tagline read: "It's On."

"Statue" begins with a woman running in a park. She takes a drink of Lucozade, sets down the bottle, and the statue behind her sneaks a sip. Suddenly, the statue goes on an exercise tear — from playing in a local soccer match to lifting a street lamp.

The music is a song titled "Body Groove" by the English band Architechs and is sung by Nana. It was originally released in 2000.

Tom Bell, head of marketing at Lucozade Sport, said: “Many people will be setting themselves new fitness targets for 2023. Whether that’s just starting out on their journey or pushing themselves to the next level, we wanted to create an uplifting advert that helps energize people to unlock their potential.”

Senior adam&eveDDB creatives Ben Robinson and Mike Whiteside said: “Every body is made to move, whether you’re an athlete, a non-athlete or an inanimate statue made of stone."

Lucozade product lineup includes popular Lucozade Energy and Lucozade Sports and is available in more than 15 countries, including the U.S.

In September, adam&eveDDB, an Omnicom company, won the STARZPLAY account for Europe and Latin America, as well as its rebrand assignment. Other clients include Adidas, CALM, PlayStation, FIFA and Lloyds Bank.

ad campaign, beverages

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