Bye-bye, hangover cure. Hello, feeling unstoppable.

Lucozade’s original slogan, Lucozade aids recovery, was in line with how glucose drinks were used in 1927 – and up to the end of the 70s. It was a drink for people getting over illnesses like flu. Then came the birth of sports drinks and Lucozade’s 1985 repositioning, Lucozade replaces lost energy.

Sales soared, new flavours were launched and by 2003, the brand had made its usefulness really obvious. Lucozade Sport launched. Meanwhile, another use had been creeping into Lucozade’s repertoire. By 2015, it had become the UK’s favourite hangover cure.

But that’s not what’s hot right now. Energy drinks are. And high-sugar drinks are definitely falling out of favour.

So Grey London has reinvented Lucozade again. Find your flow gives Lucozade ownership of “..the unmistakable feeling of unstoppable…of no one can do it better…,” and a montage of scenarios from inspirational to hilarious to how the hell did he do that.

The 60 second TVC is supported by outdoor executions including a takeover of the subways around London’s Oxford Circus where there will be “flow lanes” and “slow lanes.”

There will also be radio, digital, experiential, social and PR activity.

Lucozade has stated that it is spending £14 million (AU$29.7 million) on the campaign and claims that it’s the biggest marketing push it has done to date. The new strategic direction comes less than two years after Lucozade and Ribena were sold by GlaxoSmithKline to Suntory for £1.35 billion (AU$2.86 billion).