The Lucozade team came to us with a question. How can we create a buzz with a mystery flavour? For us, it wasn’t that simple. We had to lay the foundations first. Create a launchpad. A narrative-rich world where any limited-edition Lucozade could live – from a twisted flavour to a wild collab.

Introducing Lucozade Labs. A flexible sub-brand, ready to drive Lucozade into the future.