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Hula Through the Neighbourhood with Lucozade's Positive Energy Spot

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adam&eveDDB unveils the new strategic platform and campaign

Hula Through the Neighbourhood with Lucozade's Positive Energy Spot

Lucozade, the UK’s biggest energy and sport drink brand, has launched its new multimedia campaign ‘IT’S ON’, created by adam&eveDDB, with a £10m investment and intended reach of 97% of the population between now and the end of this year. 

The megabrand platform brings to life the positive energy that embodies Lucozade and that feeling you have when you’re ready to take on whatever’s ahead. It represents a major step change for the brand, as it will form the basis of all Lucozade comms for the foreseeable future. 

Kicking off the push is ‘Hula’, a new creative breaking on TV, video on demand, out of home and social from April 2nd. In ‘Hula’, a man hula-hoops his way through his neighbourhood to Ini Kamoze’s iconic track ‘Here Comes The Hotstepper’, showcasing Lucozade’s positive energy: When you’re on, it’s on. The film, written by Genevieve Gransden and Selma Ahmed and directed by Max Weiland through Somesuch, is the first execution using the new ‘It’s On’ creative platform adam&eveDDB has built for the Lucozade brand.

The ‘It’s On’ campaign, planned and bought by MediaCom, will promote the full Lucozade Energy range and will be brought to life uniquely across the other Lucozade sub-brands,  supported by bespoke campaigns across Lucozade Zero and Lucozade Revive as part of a £3.5M investment in these brands during 2021.

Zoe Trimble, head of Lucozade Energy at Suntory Beverage & Food GB&I, said: “We are thrilled that our new brand platform for Lucozade is finally coming to life and it has been a fantastic collaboration between adam&eveDDB, MediaCom, and our in-house team, TED. ‘It’s on’ brings to life Lucozade’s iconic positive energy and what it feels like to be at your best. The platform will give renewed direction, distinction and value to this much-loved brand.”

Martin Beverley, chief strategy officer at adam&eveDDB, said: “Lucozade’s new campaign brings the energy of the brand under one simple idea: ‘IT’S ON’. Our new hot-stepping, hula-hooping hero is the embodiment of Lucozade’s positive energy.”

The new campaign also features Lucozade Energy’s brand new transparent bottle sleeves that enable bottle-to-bottle recycling for the first time on the brand. The TV creative nods to the importance Suntory Beverage & Food GB&I places on sustainability as the main character kicks things off by throwing his empty Lucozade Energy bottle into the recycling bin.

‘Hula’ launches on TV; video on demand; social media including Facebook, Instagram and TikTok; out of home; online video; ecommerce and geo-targeted mobile advertising from April 2nd.

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Brand: Lucozade Energy

Project/Campaign name: IT’S ON

Marketing Director: Hannah Norbury

Head of Marketing: Zoe Trimble

Senior Brand Manager: Amie Farrell

Assistant Brand Manager: Tanya Jumabhoy

Senior Insights Manager: Cary Johnson


Agency: adam&eveDDB

Chief Creative Officer: Rick Brim 

Creative Directors: Selma Ahmed and Genevieve Gransden

Agency producers: Kate Taylor, Nicola Applegate, Clio McLeary

Chief Strategy Officer: Martin Beverley

Planners: Siân Iles, Will Grundy

Project Manager: Abi Robinson

Social Director: Rebecca Wilson

Joint CEO: Tammy Einav

Managing Partner: Charlotte Wolfenden

Account Directors: Rosie Snowball, Sam Perez

Account Managers: Annabel Thomson, Clive Olamiju 


Director: Max Weiland

Production company: Somesuch

Executive Producer: Emory Ruegg

Producer: Ellie Fry

D.O.P: Ruben Dechamps

Editing Company: Trim

Editor: Fouad Gaber

Post Production: Time Based Arts, Cain & Abel

Post Producer: Chris Aliano

Lead Flame Artist: Adam Fenwick

Lead CG Artist: David Loh

Music Supervisor: Tom Stanford @ Theodore

Soundtrack name and composer: “Here comes the Hotstepper” / Ini Kamoze

Audio Post Production: Factory Studios

Sound Design: Anthony Moore & Josh Campbell

Photography and Stills

Photographer: Stephanie Sian Smith

Designer: Olly Watts

Stills production company: Kintzing, Cain & Abel

Stills post and design: Dan Jackson and Charlie Townsend, Olly Watts, 

Moving post and design: Tom Lockwood, James Ireland

Repro and Supply: Jonny Young and Tony Hutton

Media Agency 

Media agency: MediaCom

Business Director: Alison Palmer-Quinn 

Associate Director: Sinéad Teasdale 

Planning Manager: Sophia Smith 

Planner: Alex Gilbert

Strategy directors: Holly Jerreat, Nuria McGlinchey

Genres: Comedy, People

Categories: Energy Drinks, Soft Drinks

adam&eveDDB, Tue, 06 Apr 2021 12:40:55 GMT