New sub-brand to target fresh audience for soft drink brand
Grey London has created an integrated ATL and BTL campaign, featuring a new TV spot centred on contemporary dance, to launch the new Lucozade sub-brand Revive.
With the product vibrant, fresh and disruptive, Grey has brought in a wealth of creative talent to take the Lucozade brand in an ambitious new direction, based around the tagline ‘Witness My Revival’. The campaign is the fifth installment of the wildly successful YES proposition, first introduced by Grey and Lucozade in 2011 and marks a departure from the brand’s traditional celebrity endorsement-led advertising model.
The visually arresting dance performance features Sadlers Wells dancer Dickson Mbi finding his YES moment with a mesmerising display of flair, control and athleticism, making the world a witness to his revival. The piece was choreographed by Sadlers Wells’ Russell Maliphant and directed by Warren Du Preez and Nick Thornton Jones.
Targeted at a 25-36 male/female demographic, the new Lucozade Revive provides a new, low-calorie option for the energy drinks market and will be supported across a range of channels, including print, digital, social media, outdoor, in-store and experiential.
To support the campaign, Grey’s in-house social media specialists The Social Partners has launched a strategic influencer mass seeding project, driving the usage occasion and product testimonials among 10,000 peer-to-peer consumer influencers.
A blog is also being launched alongside Grey’s TV spots, to act as a community hub, featuring a variety of content around art, dance, culture and the spirit of the Witness my Revival proposition.
In addition, a number of partnerships have been brokered to promote Revive and align the product with lifestyle brands. From April, Toni & Guy will be offering consumers the chance to try in –store, the Louboutin exhibition at the Design Museum will feature a partnership in May and both Ted Baker and Office will be involved in giveaways and sampling.
The spot will also feature in cinemas from April 20th.
Sophie Birrell, Senior Brand Manager, Lucozade said: “This dynamic and visually stimulating ad creative from Grey London communicates the energising and invigorating properties Lucozade Revive embodies whilst engaging with the target market of young adults.
“Revive offers something completely different, new and relevant to consumers who don’t currently drink energy drinks.”
Nils Leonard, Executive Creative Director, Grey London said: ‘Our partnership with Lucozade from day one has been about pushing boundaries. Revive is a convention-defying product for Lucozade so we’ve created a campaign to match that. We’ve moved away from the traditional route of celebrity endorsement to create a stunning piece of free-form art to launch a not just an energy drink, but an entire movement.