Lucozade, now owned by Suntory, is a pick-me-up drink, like Red Bull – alias a hangover cure.
So Grey, which has become the go-to creative agency in WPP’s UK empire, is inviting us to ‘find our flow.’ positioning the drink as an all-day, er, pick-me-up.
But you can see the point.
Sounds like the voiceover’s escaped from a Scottish Widows commercial but it’s an interesting stab at repositioning.
MAA creative scale: 7.