THE bubble has burst on plans to replace Lucozade’s famous neon pouring bottle sign beside the M4.

Brentford-based advertising firm JC Decaux had applied to replace the 1950s advert with a more modern giant TV screen , which would still have promoted the fizzy drink.

But its application to change the sign on the side of York House, in York Parade, Brentford, was rejected by Hounslow Council on Friday (January 31) last week.

In a delegated decision, planning officers ruled the proposed digital screen would ‘fail to contribute to the amenity of the locality and would be detrimental to the historic architectural and cultural character of the surrounding area’.

Brentford councillor Ruth Cadbury, who led the campaign to save the sign, said she was ‘delighted’ with the decision.

“It’s such an iconic sign and I’m very pleased this application has been refused, but I’m concerned the applicants could appeal so we haven’t won yet on this one,” she added.

The decision prompted an outpouring of relief on Twitter.

@GWinLondon tweeted: "I love this sign, used to pass by often when I was a child & we were visiting family."

@SprinkledMagic wrote: "super duper! This sign is truly legendary!"

JC Decaux declined to comment on the decision and it is not yet known whether the company plans to appeal.