Flavoursome new marketing campaign from Lucozade Energy to lift summer sales

Lucozade Energy, the UK’s number one energy brand[i], is driving awareness of its £54M flavours range this summer with the launch of a dedicated £2M marketing campaign, the first marketing campaign focusing on the flavours range in over 8 years! The multichannel campaign will include nationwide outdoor and digital advertising, social media and in-store activations to accelerate summer sales of this popular range, which is already growing at 47%[ii] year on year.

The campaign, which goes live this week, will incorporate mouth-watering visuals featuring four of the great tasting existing flavours. This will include the brand’s newest addition, Watermelon & Strawberry Cooler, which was launched in May and inspired by refreshing and summery iced fruit coolers.

The eye-catching creative showcases the brand’s number one flavour, Lucozade Energy Wild Cherry – which is currently growing rapidly at 131%[iii]. The campaign also features Lucozade Energy Apple Blast, which has already generated £6.6M[iv] in sales since its launch in August[v] as well as Caribbean Crush, worth over £12M.[vi]

This campaign will ensure the range is unmissable for shoppers this summer. Each visual brings to life the tasty and refreshing flavours and features the brands striking and recently updated packaging.

“The Lucozade Energy flavours range has already contributed a significant £54M[vii] worth of sales to the energy category, showing just how important it is for retailers to carry a diverse selection of flavours in their chillers. In fact, 30%[viii] of new shoppers first buy into the brand through our flavours range – so it’s crucial for attracting new shoppers to the category, too” comments Bridget Hirst, Brand Manager for Lucozade Energy.

“The campaign will showcase a variety of flavours from the Lucozade Energy range to help retailers drive additional sales over the summer season. Retailers should absolutely stock up on the full range now to ensure their chillers are ready for the demand!” Hirst concluded.

[i] EXT, IRI, MarketPlace GB, latest 52week data ending 28.04.19 – Litres Sold

[ii] EXT, IRI, MarketPlace GB, latest 52week data ending 28.04.19

[iii] EXT, IRI, MarketPlace GB, latest 52week data ending 28.04.19

[iv] EXT, IRI, MarketPlace GB, latest 52week data ending 27.01.19

[v] EXT, IRI, MarketPlace GB, latest 52week data ending 28.04.19

[vi] EXT, IRI, MarketPlace GB, latest 52week data ending 28.04.19

[vii] EXT, IRI, MarketPlace GB, latest 52week data ending 28.04.19

[viii] Kantar Worldpanel 52 we 24 Feb 19, Take Home Panel