Lucozade seeks all day role in new Grey campaign

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.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.