Lucozade Xtra rolls out campaign

The 20-second TVC continues to use its brand icon, the animated stickman character, who takes on a 007 James Bond persona, showing off the power of the new bullet formulation in its “Lucozade Xtra” for recharging mental energy.

Karen Ho, assistant brand manager. GlaxoSmithKline said: “We have been using the animated stickman character in our marketing campaigns in Hong Kong since 2002. Our aim is to push our positioning up a notch, with the campaign message - as glucose is the preferred source of energy," unlike sugar in other soft drinks which the body takes longer to absorb.

The TVC is tied in with the launch of the new package design for Lucozade Xtra. The campaign is supplemented by print ads and POSM at a later stage, which has been put together by Ogilvy & Mather Lucozade’s global strategic alliance agency, and its media partner, Mediacom.

Lucozade competes with energy drinks such as Red Bull and Pocari Sweat.