New product launch
Creator collaboration
Instagram, TikTok, YouTube

The ask
Launch the newest drink in Lucozade’s portfolio, caffeine-based Lucozade Alert, with a Gen-Z audience.

The answer
We knew that the queen of quick wit and cultural commentary Amelia Dimoldenberg had to be involved.

The campaign launched with her as the face behind an online vox-pop content series - putting the British public, and their alertness, to the test.