This summer, creative agency Grey London is shaking up the soft drinks industry with the mission of reshaping people’s perceptions of Lucozade Energy. Encouraging consumers to drink Lucozade Energy in situations beyond hangovers and illness, Grey created a new brand positioning and strapline for the soft drink; Find Your Flow – positioning the drink as an ally to busy people who want to enjoy a full life, an idea that flies in the face of the energy category of high-adrenaline junkie quick hits, crashes and burns. Flow is that softer, more sustainable feeling of being on form, finding your rhythm, and everything feeling easier and more enjoyable.
The campaign launched last month with an eye-catching new brand identity and OOH campaign. The simple, bold and graphic approach heroes the bottle’s iconic shape, giving the brand an instantly-recognisable, fresh and modern feel using nine specially blended Pantone colours.
August sees the campaign ramp up, with new OOH executions (featuring lines such as ‘Commute like a hot knife through butter’, ‘Turn your to-do’s into ta daaas’, and ‘Work from 9.00 to sublime’), a 60/30’ TVC championing ‘flow…the unmistakable feeling of unstoppable’, radio, in-store (created by GreyShopper), experiential (led by TRO), digital and social (created by Analogue Folk), and PR (Frank PR) activity.
The outdoor campaign boasts eye-catching activity at a number of high-footfall stations, including a complete, 21-site domination of London’s Waterloo, takeovers of Manchester Piccadilly and Liverpool Lime Street stations – including floor decals directing commuters in and out of the station as quickly as possible, making the commute flow more easily – and a special build within the tunnels of Oxford Circus underground station. The Oxford Circus activity sees the creation of ‘flow lanes’ and ‘slow lanes’, helping Londoners find their rhythm and separating those in their flow with others who want to take their journey a little slower.
Creative Credits:
Advertising Agency: Grey, London
Project name: Find Your Flow
Client: Lesley Stonier, Marketing Manager, LRS
Creative Director: Darren Wright
Creatives: Alex Tizard & Jonathan Rands (OOH) / Theo Bayani & Miguel Gonzalez (TV),/ Howard Green (radio)
Account Director: Sarah Jones
Agency producer: Emma Fasson
Creative producer: Freya Thompson
Planner: Holly Clancey
Media agency: Mediacom
Production company: Park Pictures
Director: Nathan Pryce
Editor: Paul Hardcastle
Producer: Ben Croker
Illustrator: Crispin Finn
Designer: George Goldsack
DoP: Justin Brown
Post-production: MPC
Soundtrack composer: Zeben Jameson, Finn Vine
Audio post-production: Wave - Jack