REVIVE
Connoting the correct flavour profile was interesting on this pack, Lucozade Energy is famous for it bold hard hitting taste, and so with much more subtle flavour combination in Revive (such as Lemongrass & Ginger), it was key to create a soft metaphor of the taste and the light carbonation.
Within 3 months of launch, Revive was UK market leader in the ‘new energy’ space, quickly overtaking much more established brands like SoBe.
Revive was Lucozade’s biggest NPD launch in 20 years (since Lucozade Sport). Based around a trend towards a new ‘lifestyle’ energy drink, focussed on light carbs and b-vits to create a pick-me-up, rather than the heavy caffeine drinks like Red Bull and Monster.
A key to Revives positioning, was drawing new - post lunch pick me up - consumer to the Lucozade franchise, those looking for a lift, but also seeking a lower calorie drink. The drinks use of B-Vit complex and only 50 calories, allows for an energy relasing drink without the high octane lature of the main Lucozade Energy drink, minimising the cannibalization from the parent trade mark.
