Lucozade Sport changes strategy with Tinie Tempah

Lucozade Sport : signs up Tinie Tempah
Lucozade Sport : signs up Tinie Tempah

GlaxoSmithKline is using pop stars including Tinie Tempah, as brand ambassadors, for the first time, as it looks to reposition its Lucozade Sports brand as the choice of sporty teenagers.

Central to the new positioning will be a TV ad, created by Grey, which will be shown on 12 April between the Champions League match between Chelsea and Manchester United.

Lucozade Sport, which is owned by GlaxoSmithKline, previouly targeted a less specific demographic.

The ad features a mix of sport, music, and is fronted by Brit award winner Tinie Tempah and Irish world boxing champion Katie Taylor, along with Blink 182 drummer Travis Barker.

The campaign will also run across cinema and digital and uses a new strapline – "Yes".

The 90-second TV ad features Taylor training in a dark underground venue to a special version of 'Simply Unstoppable', recorded by Tempah with Parker on drums.

A 40 second preview of the ad will be available to watch at from 30 March.

Suzy Smith, marketing director, Lucozade, said: "Lucozade is a brand that physically creates energy through its products. This advert, starring three very special talents in Tinie, Travis and Katie is the first designed to inspire people to channel that energy and create 'Yes' moments – those times when everything clicks and great things happen.

"This attitude is infectious and the 'Yes' campaign uses music as a tangible energy to bring the campaign to life."

Two more ads will follow over the summer for Lucozade Sport Lite and Lucozade Energy, with activity also planned for the brand’s sponsorship of the Virgin London Marathon and Lucozade Powerleague.

This month, Lucozade Energy also partnered with music-streaming service Spotify for an on pack promotion targeting young users of social networks.

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