UK: Glaxo launches £3m Lucozade push
By just-drinks.com editorial team | 11 October 2004
GlaxoSmithKline said today it was launching a £3m a multi media advertising campaign for its Lucozade Energy brand, which features the strap-line: 'Move It'.
The autumn campaign is spearheaded by TV advertising which is aired for the first time on October 6th and will run until the end of November.
The campaign harnesses TV, cinema and poster advertising to introduce the new brand message 'Move It' to Lucozade Energy's key target audience of 18-35 year old men and women.
The animated TV ads feature highly distinctive black and white characters which become energised by bursts of infectious orange energy. There are two executions for TV, 'Amoeba' (30 seconds) and Monkey (10 seconds). A tailored execution, 'Bird' (30 seconds), will run in cinemas across the UK and will complement the TV campaign.
Henry Dummer, category planning controller, out of home impulse, GlaxoSmithKline, said: "The new creative is truly innovative and hugely impactful and has been designed to convey infectious energy. The animated picture is accompanied by an energising and catchy sound track and is set to capture the imagination of the British public this autumn.
"We wanted to deliver a real step change in our approach to advertising and believe that thanks to the captivating music this campaign will cut through the clutter and appeal to consumers and attracting them to the brand. At the same time it's important to underpin the essence of Lucozade Energy - infectious energy - and we've certainly achieved that with these ads!"
In addition to its exposure on the big and small screen, the new Lucozade Energy campaign will also be evident on the streets of the UK through 48-sheet posters and bus side advertising, both of which will feature the new 'Move It' strap-line.
Sectors: Soft drinks