Lucozade says it is considering where next to place its much-loved neon pouring bottle sign, after its removal caused a public outcry .
The vintage advert was taken down from its old home beside the M4 in Brentford before Christmas and replaced with a digital billboard, to great public consternation.
A petition to restore the landmark has already received more than 1,700 signatures within three days of being set up.
Celebrities including broadcaster Jeremy Vine, comedian Jennifer Saunders and TV housing guru Kirstie Allsopp have bemoaned its absence.
Lucozade Energy has now told getwestlondon the sign is being preserved while it considers "various options" about where to display it next.
Nina Meusberger, head of marketing at Lucozade Energy, said: "We're grateful for the public’s appreciation for the iconic Lucozade Energy sign which was displayed alongside the M4 in Brentford.
"We have preserved and stored the sign since the decision, which was beyond our control, was made to turn the space into a digital advertising board.
"We are considering various options of where to place it next."
The high-rise promotion is a familiar sight for drivers, having been around since 1954.
The original sign was donated to Gunnersbury Museum in 2004 but a replica was placed at York House in 2010 following a public campaign.
In September 2013, Japanese company Suntory bought the Lucozade brand from GlaxoSmithKline and applied to modernise the sign, but its application was rejected by Hounslow Council.
Jennifer Saunders tweeted her disapproval this week at the sign's disappearance, writing: "Drove in to London tonight. Lucozade replacement is generic hidiousity."
Kirstie Allsopp tweeted: "What is this madness?!!! Elevated section of the M4 is a huge part of my heritage."
BBC presenter Jeremy Vine tweeted a link to the story reported by getwestlondon , saying it was "more serious than it sounds".
JC Decaux, the advertising firm responsible for the display, has declined to comment.
You can view the petition to bring back the old sign here .
