Energy Drink Lucozade Will Invest $14 Million To Build ‘It’s On’ Brand Positioning

Campaign from Adam&EveDDB aims to reach 97% of UK residents

The brand
The brand's "Hula" spot will run across TV, on-demand video and digital channels. Adam&EveDDB

British energy drink brand Lucozade plans to invest 10 million pounds ($13.8 million) to grow its brand positioning and is unveiling a new campaign entitled “It’s On.”

@stephenlepitak Stephen is Adweek's U.K. Bureau Chief.