The soft drink, owned by GlaxoSmithKline, will redesign its bottles to achieve standout in the on-trade as it attempts to cash in on the £2bn energy drinks market.
The move coincides with Lucozade Energy's sponsorship of the Responsible Drinks Retailing campaign, a drinks industry initiative set up in answer to the government's Alcohol Harm Reduction Strategy.
Lucozade is the only soft drink brand involved in the scheme. It will use its position to show consumers that there are alternatives to alcohol.
It recently began a £3m TV, cinema and bus-side branding campaign, created by Ogilvy & Mather.