Lucozade Sport has teamed up with a true British sporting icon, Anthony Joshua, to launch a new special-edition variant to add real weight to soft drinks sales this year.
Available from March 4, the Apple & Raspberry flavoured drink comes in 500ml PET bottles in standard singles, price marked packs and as a four pack. The launch will be supported by a £5m spend across social, digital and out-of-home advertising from March to May.
The eye-catching Fruit Punch packaging features a distinctive gold cap, reflecting Joshua’s Olympic, Commonwealth and British championships. It comes emblazoned with the message “Stay Humble”, a key tenet of Joshua’s philosophy and a motto that has underpinned the success that has driven him to holding three of the four major championships in boxing.
2018 was the biggest year ever for Lucozade Sport, as it delivered total sales of £131.2m and grew by +13.7%[i]. Additionally, Lucozade Sport Orange and Raspberry also grew by a huge +8.6%[ii] +26%[iii] respectively.
Liam Angel, Senior Brand Manager for Lucozade Sport at LRS said: “Tapping into culturally relevant sporting moments is key to growth. During the World Cup last year, Lucozade Sport grew by over +32.1%[iv] and this partnership with one of the most famous sporting icons in the country is undoubtably going to drive further sales for retailers”.
“Not only is Lucozade Sport and Anthony Joshua a perfect combination, but so is the pairing of a special-edition launch with an exciting new flavour variety. Our successful NPD launches are a testament to our experience with flavours and we know flavour extensions are great for driving sales. In 2015, the launch of Mango & Passion Fruit was worth £3.2m in wholesale alone in its first year and brought over 700,000 new shoppers into the brand5.
“We know the irresistible one-two punch of the World Heavyweight champion and an exciting, refreshing flavour will drive Lucozade Sport sales to new heights this summer”.
[i] EXT IRI MarketPlace, GB, latest 52 week data ending 30 Dec 2018
[ii] EXT IRI MarketPlace, GB, latest 52 week data ending 30 Dec 2018
[iii] EXT IRI MarketPlace, GB, latest 52 week data ending 30 Dec 2018
[iv] EXT IRI MarketPlace, GB, latest rolling 13 weeks data ending 26 Aug 2018
5 EXT IRI MarketPlace, GB, 52 w/c data ending 23.05.16 – EXT Symbols and Independents