Lucozade has launched its new multimedia campaign ‘IT’S ON’ aimed at sharing the brand’s positive energy and showing what it feels like to be at your best.

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The £10M “It’s On” campaign will see Lucozade return to TV screens with a creative ad titled ‘Hula’ which showcases the power of positive energy. When you’re on, it’s on.

To reach even more consumers, the campaign will cut across social media (including Facebook, Instagram and TikTok), out-of-home, online video, ecommerce and geo-targeted mobile advertising.

We are thrilled that our new brand platform for Lucozade is finally launching. ‘It’s On’ brings to life Lucozade’s iconic positive energy and what it feels like to be at your best. The platform will give renewed direction, distinction and value to this much-loved brand. We know that when we advertise, consumers are prompted to pick up a bottle of their favourite drink, and so this huge £10M multimedia investment is perfectly timed to reach those shoppers.

Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I

The new campaign also features Lucozade Energy’s brand new transparent bottle sleeves that enable bottle-to-bottle recycling - a behaviour that the brand is encouraging through the new TV ad as the main character kicks things off by throwing his empty Lucozade Energy bottle into the recycling bin.