Lucozade has partnered with with journalist, comedian, and cultural commentator Amelia Dimoldenberg on a new campaign to promote its energy drink proposition, Lucozade Alert.
Created by London agency Adam&Eve DDB, the campaign comes as part of the soft drink firm’s ongoing ‘It’s On’ brand platform – and is set to be spearheaded by a vox pops content series filmed throughout the capital.
The series was initially launched across Dimoldenberg’s Instagram and TikTok feeds, alongside Lucozade Alert’s own Instagram, Facebook and YouTube channels at the end of July.
By recruiting Dimoldenberg, Lucozade will hoping to tap into the significant Gen Z following that she has built with her strong online presence.
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“Since launching the brand, we’ve been looking at how we can take a disruptive and energetic approach in our comms,” Suntory Beverage & Food GB&I Lucozade Energy head of marketing, Zoe Trimble said.
“By tapping into Amelia’s wide appeal and cultural relevance we’re extending our brand to a key target audience.”
Adam&EveDDB content creative director, Camille Standen added: “Amelia’s trademark wit and sharp sense of humour made her the perfect fit for getting Lucozade Alert on Get Z’s radar. In fact, we wrote the concept with her in mind! So couldn’t be more excited to see this high energy partnership come to life.”
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