Lucozade eyes ‘overarching’ digital strategy with AnalogFolk hire
Lucozade has appointed AnalogFolk to help it craft a strategy to help the brand synchronise all its digital channels for the first time.
The move sparks the creation of integrated advertising spanning creative, content, social and digital firsts for the drinks brand.
It sees the brand focus what was a splintered offering spread across several agencies into one shop that will work closely with its more traditional marketing. However, the brand will continue to retain some social and content production in-house.
It is the latest sign that Lucozade is readying a big shake-up to its marketing following the brand’s previous allusions to wanting to go beyond just being seen as a sports performance drink.
Dave Stratton, Lucozade’s brand development director said: “2015 will be a massive year for the brand with huge plans for Lucozade as we continue on our growth trajectory. AnalogFolk will help us to take these plans to the next level and land some really ground-breaking, famously effective work going forward.”
AnalogFolk will work alongside Grey London and MediaCom on the account with immediate effect.
Lucozade’s change in direction stems from owners Suntory, which acquired it along with Ribena from GSK in 2013 for £1.35bn. Suntory has signalled similar expansion plans for Ribena as evidenced by its appointment of JWT last month to create a new brand positioning.