Councillor Ruth Cadbury is planning to fight an application to modernise the iconic M4 sign
Lucozade's retro pouring bottle is a sign for many that they are approaching the edges of London's centre but plans to replace it with a modern advert could mean a change for the M4.
Brentford-based advertising company, JC Decaux, has applied to Hounslow Council to replace the famous 1950s neon advert with a giant TV screen which will still advertise Lucozade but will interchange between a newer Lucozade Sport pouring bottle and an image of the current bottle and slogan, with the time, date and temperature displays.
This is not the first time the threat of change to the sign has come about.
The original neon sign was erected in 1954 shortly after the Lucozade factory was built in another Brentford location. It was one of the first kinetic art sculptures in London and had its famous slogan, 'Lucozade Aids Recovery' changed to the current 'Lucozade replaces lost energy' in the 1980s.
All was fine until the energy drink's owners, GlaxoSmithKline (GSK), decided to sell the building in 2003, prompting a public campaign which saved the sign.
The original was actually donated to Gunnersbury Museum as it was fairly delicate after 50 years so a replica was made and placed on the current building, York House in 2010.
Things took a turn in September last year when Japanese brewing and distilling company, Suntory, bought Lucozade and Ribena from GSK and have now put the planning application in to modernise the sign.
Councillor Ruth Cadbury, Hounslow's deputy leader, said: "What they are now proposing is simply not a fitting replacement for a much valued and much loved local icon.
"This is nothing like the famous pouring sign we fought so hard to resurrect back in 2003. Local councillors are very much against this new plan,
“I would urge those who want to protect the existing sign to write to Hounslow Planning Department, quoting application number P/2013/4225, and asking that the application for the replacement sign be refused permission.”
JC Decaux have not yet answered the Chronicle's calls for a comment but in their planning application they stated: "The historic Lucozade image has been synonymous with the Brentford skyline since the 1950s and the pouring bottle a familiar advertisement. The change represents a upgrade in the technology that enables a modern interpretation of the advertisement to be displayed using the functionality of the digital screen technology."