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Lucozade Sport Lite is set to make even more noise this summer with the launch of a new 'Louder' ad campaign designed to bring the brand to life and inspire consumers.
The campaign forms part of the £32m Lucozade YES campaign, which will build brand equity for the entire Lucozade portfolio.
The YES campaign is about living - it's about passion, giving your all, not giving up and doing things your own way. This attitude is infectious and the YES campaign uses music as a tangible energy to bring the campaign to life.
The new advert was developed in partnership with Ministry of Sound drum n' bass artist DJ Fresh and young film director Ben Newman. The result is a film featuring LA's hottest roller skating talent and one of the world's best freestyle skateboarders with 'Louder' - the new single from DJ Fresh - as its soundtrack.
Suzy Smith, Lucozade marketing director said "After the success of our first YES film with Tinie Tempah and Travis Barker we wanted to extend the successful music led campaign.
"The unique and innovative new creative, developed specifically for Lucozade Sport Lite, conveys the brand's values to inspire people to do something active and enjoy the lighter side of sport.
"By simultaneously producing the ad, the music promo and the track together with Ministry of Sound, we've again raised the bar and created another exciting YES moment that will excite consumers and help deliver even more incremental sales for UK retailers."
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