Lucozade Alert Launches new Anthony Joshua Edition with "Office Ring Walk" Campaign by We Are Social Sport

Apr. 25, 2025

Lucozade Alert is launching a special edition of its Mango Peachade Zero Sugar drink in collaboration with boxing legend Anthony Joshua. The launch campaign has been led by Lucozade’s UK social media agency We Are Social Sport, the sports division of global socially-led creative agency We Are Social.

The work reimagines the boxing ring as the everyday office, showing how workers can channel their inner champion when energy levels dip. The hero video juxtaposes Joshua’s renowned ring walk with an office worker’s battle against the afternoon slump. As Joshua prepares to enter the ring, the scene switches to the office worker taking their first sip of the Anthony Joshua Edition of Lucozade Alert. The lights go down and the drink powers them through, transforming an ordinary workday into a moment of peak performance.

Alongside the hero film, a series of social-first activations will follow the launch. These will include behind-the-scenes content from the production, a playful challenge, and product unboxing - all featuring Joshua. These will be shared on Lucozade’s Instagram, TikTok and Facebook channels with Lucozade Alert x AJ edition drink available in stores now. 

Aoife McGuigan, Marketing Head of Category Expansion at Suntory Beverage & Food GB&I said:

“Whether they’re stepping into the ring or tackling the demands of the workday, at Lucozade, we believe that everyone has the potential to unleash their inner champion. Our partnership with We Are Social Sport and AJ allows us to showcase how Lucozade Alert helps you to get your head in the game.” 

 

Joe Weston, Head of We Are Social Sport commented:

“At We Are Social Sport, we are all about creating culturally relevant campaigns that feel real and relatable. But, how do you make one of the most iconic boxers connect with people stuck in the daily grind? We wanted to show that the spirit of a champion isn’t just for the ring, it’s for everyday life too. So, we took AJ’s unmistakable energy to the office setting, turning that dreaded afternoon slump into a moment of motivation, with the Lucozade Alert at the heart of it all.”