After seven years at Adam & Eve (via DDB and then TBWA), Lucozade has switched its business to Dark Horses, also part of TBWA and more specifically focused on sports marketing and fan engagement. We Are Social will continue working on Lucozade’s social media account.
Given that Lucozade’s focus has been on its presence in sports, the move makes sense. It’s one of the few brands that has a contract with Jude Bellingham, who remains a lot pickier than eg David Beckham. Rival brand Powerade took over the World Cup with its dubious hydration breaks, so Lucozade – celebrating its centenary next year – needs to up its game to stay front-of-mind.
Activation agency ZEAL worked on Bellingham’s World Cup presence for Lucozade, including a takeover of the BFI IMAX in London.
Adrian O’Brien, Lucozade brand director, said: “Dark Horses truly understands what drives modern sports and lifestyle audiences, and their creative vision for our masterbrand platform is exactly what we need as we look toward our centenary and beyond. We’re confident they’ll help us evolve the brand, while staying true to everything that’s made Lucozade iconic for the past 100 years.”
Mark Arkell, head of Dark Horses, said: “To be trusted with the brand leading into its centenary year is a real privilege. Lucozade is one of those rare brands that genuinely means something to generations of people, almost everyone has a Lucozade story or memory, which speaks to its enduring relevance and place in British culture. That makes the opportunity to help shape its next chapter hugely inspiring.”
