‘Find Your Flow’ repositioned Lucozade Energy as an energy drink for everyday people in everyday occasions, which helps them to find their rhythm, to feel on top form.

To reach and be relevant to a mass audience, we highlighted everyday tasks and spoke about the ease and enjoyment of getting them done with ‘Flow’.

We didn’t just want to talk about energy; we wanted people to feel it. To achieve this, we used bold, bright colours to energise the pub and to brighten up the urban landscape – creating an icon of the bottle and of the brand.

Working closely with our printers, we developed nine special Pantone colours, providing a unique, bespoke colourway that helped the posters to really pop out. Giving the brand’s identity an instantly recognisable, fresh modern feel, while heroing the iconic bottle itself. The posters didn’t just talk about energy, they made those who saw them feel energised.

For the second phase, together with Crispin Finn, we developed the brand typeface for headlines that added to the playful campaign.

From 48- and 96-sheets (both static and digital) to bus t-sides and phone kiosks, the campaign went nationwide, blanketing the urban landscape in a vivid patchwork of colour.

Working closely with Mediacom, we handpicked takeover opportunities to tap into the shared contextual mindset of busy commuters: we implemented a complete station domination in Manchester Piccadilly and Waterloo stations, and transformed Oxford Circus’ underground walkways into ‘flow’ and ‘slow’ lanes.

Find Your Flow helped Lucozade Energy overturn under-performance into brand growth, with a swing of 4.2% value growth during the campaign period, even in the face of a declining category (total Energy category in -3.2% decline).

The campaign successfully widened the appeal of Lucozade Energy into the everyday, with share of ‘on-the-go’ rising from 0.7% (end summer 2014) to 1.2% (end summer 2015) and share of ‘consumed at work’ more than doubling, from 1.2% to 2.7% in the same period. Further, brand tracking showed positive directional improvements in key brand image statements, suggesting we were starting to drive reappraisal, introducing the brand into more everyday occasions and beyond severe energy slumps.

The campaign received an overwhelming positive response on social media, with our target audience sharing positive messages about the OOH work, and hashtaging #findyourflow unprompted.