Lucozade has launched a long-form video series aimed at celebrating positive energy featuring some of the UK’s biggest names in culture, including Anthony Joshua, Maya Jama, Wretch32, James McVey, Florence Given, and Charly Cox. The energy and sport drink brand worked with The Fifth, News UK’s influencer marketing agency, to bring the campaign to life.
The #PositiveChain video series will see the featured influencers provide their tips for staying positive. They will focus on the themes of ‘inherited advice’, ‘lessons learnt the hard way’, and ‘what they’d like to pass on’.
Each of the videos features a pair of influencers, with one interviewing the other. At the end of the interview, the interviewee opens a bottle of Lucozade Energy to reveal the person that they’ll be interviewing, creating that ‘positive chain’.
The campaign will run for five weeks from now across Lucozade’s and the influencers’ YouTube and IGTV channels.
“This is a collaborative effort in every sense,” said Zoe Trimble, head of marketing at Lucozade Energy. “Our brilliant talent collaborates in a chain of uplifting positivity, while we, as a brand team partnered with our in-house TED team and The Fifth to create engaging long-form content.”
The Fifth worked with Lucozade Ribena Suntory’s in-house creative team, TED, to develop the campaign strategy through to creative execution. This work involved selecting a group of influencers who resonate strongly with the Gen Z target audience while also complementing each other.
“We’re exceptionally proud of this joint production where we’ve picked talent with influence – not just influencers – to create content that rivals the tone and quality of popular podcasts that abound in today’s culture,” said Daniel Lee, lead comms planner at TED team, Lucozade Ribena Suntory. “We felt passionate about delivering something substantive on the subject of positivity that we know our target market will actively enjoy and choose to engage with.”