The company said the Yes campaign, which it described as the biggest push for Lucozade to date, has been designed to "put a bit of fun back into the brand". It includes a different ad for each of the Lucozade sub-brands Energy, Sport and Sport Lite all featuring music from British rapper Tinie Tempah.
The strategy would help Lucozade compete with brands such as Red Bull, Monster and Rockstar, which younger males "have been engaging more with", said Craig Read, head of marketing for Lucozade Energy & Wellness.
Over the past 12 months, sales of Lucozade have grown 9.8% to £378.8m, behind the total sports and energy drink market, which has risen 17.6% year-on-year to £885.2m [Nielsen 52w/e 19 March 2011]. Over the same period, Monster has grown by 170.1% to £37.9m, AG Barr's Rockstar by 49.2% to £12.6m, and Red Bull by 5.2% to £200.4m.
"In the past we have focused on function, but the new campaign is talking about feeling, opposed to about product, with hardly any product shots featuring in the commercials," added Read.
The ad for Lucozade Sport is running now, while one for Lite hits screens this week and will be followed by Lucozade Energy in the summer.
The Yes campaign also includes on-pack promotions and online activity on social networking sites including Facebook.