Lucozade’s marketing lead on how its ‘one brand’ revamp will drive ‘efficiency and impact’
Lucozade has united its Energy and Sport offerings under one masterbrand in an attempt to increase brand equity while also creating huge efficiencies in its marketing spend.
Lucozade hopes its biggest brand refresh in 97 years will “unleash its potential” and help stave off the threat of private labels.
The Suntory-owned beverage company announced last Friday that it was uniting its Energy and Sports brands under a consistent masterbrand of ‘Bring the Energy’ for the first time, to better explain the positive effects of Lucozade, while increasing consistency on store shelves.
It has also undergone a package redesign that sees its brand name, which has been vertical along the sleeve for decades, turn horizontal with a greater emphasis put on its ‘arc’ logo.
