Lucozade spotlights endurance in IMAX activations

The activation forms part of Lucozade’s broader marketing strategy and builds on the brand’s partnership with Jude Bellingham

Lucozade has launched a major summer football campaign featuring England midfielder Jude Bellingham, transforming the exterior of the BFI IMAX into a large-scale advertisement for Lucozade Sport. The campaign was developed by ZEAL and aims to strengthen the brand’s association with elite sporting performance during a major summer of international football.

The activation forms part of Lucozade’s broader marketing strategy and builds on the brand’s partnership with Jude Bellingham, positioning Lucozade Sport alongside moments of high-intensity athletic performance.

ZEAL transforms landmark advertising site

At the centre of the campaign is a full-building wrap of the BFI IMAX Waterloo, one of the United Kingdom’s most prominent outdoor advertising locations. The creative features Jude Bellingham alongside Lucozade branding and imagery linked to the brand’s Fuel to Go the Distance platform.

The visual approach uses high-contrast graphics and minimal design elements to maximise impact across the large-scale format while maintaining a performance-focused look and feel.

Campaign focuses on endurance and performance

The campaign is based on the idea that major international football tournaments represent some of the most demanding environments in sport, where players must perform under pressure and sustain high levels of endurance.

Through its association with Jude Bellingham, Lucozade aims to connect consumers with themes of resilience, focus and physical performance while reinforcing awareness of its sports drink range during the tournament period.

National outdoor rollout supports campaign

In addition to the BFI IMAX installation, the campaign is running across other outdoor advertising sites in London, Manchester and Birmingham.

Media planning and buying was handled by WPP Media, extending the campaign’s reach throughout the summer football season.

Brand highlights role in elite sport

Rosie Gridley, Brand Manager, Suntory Beverage & Food GB&I: "This moment represents one of the biggest stages in global sport and the perfect opportunity to showcase the role Lucozade Sport plays in powering elite performance. By harnessing our partnerships with The FA and Jude Bellingham, this campaign places our brand and drinks right at the heart of the action. The IMAX takeover brings that to life at a scale that reflects both the significance of the moment and Lucozade Sport's long-standing role within sport and performance occasions."

Carl Eatson, Creative Director, ZEAL: "Every major sporting event is the ultimate test of endurance, and this summer's tournament is no different, so we wanted to create something that felt worthy of that stage. The IMAX gave us the perfect opportunity to turn a landmark building into a giant expression of Lucozade's brand campaign, using Jude Bellingham as the embodiment of the resilience and determination needed to perform under pressure. The challenge wasn't simply to create a big piece of outdoor advertising, but to create a moment people couldn't ignore. Every creative decision was designed to build intensity, spark engagement and bring 'Fuel to Go the Distance' to life at a truly iconic scale."

Lucozade said the campaign is intended to increase visibility for Lucozade Sport and reinforce its position within elite sports and endurance-focused performance occasions.

www.lucozade.com

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