More Than Water: Lucozade Sport Fitwater launches New Year campaign

Lucozade Sport is kicking off 2019 with a new marketing campaign from its functional water brand, Lucozade Sport Fitwater. The New Year activity incorporates social, AV OOH and influencer partnerships. With the majority of New Year’s resolutions featuring a health and wellbeing theme[i], January is an ideal time for the brand to be making a splash to drive additional sales for independent retailers.

The new campaign will launch across social media on the 7th of January for at least 8 weeks. The creative will focus around a More Than Water messaging, encouraging shoppers to purchase Lucozade Sport Fitwater to help replenish what they lose in sweat during exercise, due to the significant amounts of electrolytes. It will also feature in relevant AV OOH locations, to drive brand awareness and encourage purchase among shoppers. With this campaign, they are able to reach 82% of their target audience at least five times.

The brand has also unveiled additional influencer partnerships as part of the New Year campaign. Lucozade Sport Fitwater is partnering with actress and fitness influencer Gemma Atkinson and social media fitness star Vic Spence to bring the More Than Water campaign to even more of its target audience and drive sales in store.

Claire Keaveny, Head of Marketing at Lucozade Sport comments, “Convenience retailers will certainly notice an increase in shoppers looking for healthier and functional drinks in January as many kick-start New Year exercise regimes and lifestyle changes. Our new campaign means shoppers will be looking for Lucozade Sport Fitwater in the chiller before or after exercise, so stock up to make sure it’s available to your shoppers today!”

Lucozade Sport Fitwater is now worth £4.3m since its launch in 2017 [ii], developed to help retailers capitalise on the growing popularity of functional water. Fitwater is the 3rd biggest penetration contributor for the Lucozade Sport brand behind the core flavours (Orange & Raspberry)3. Its unique purified spring water contains four key electrolytes including magnesium that contributes to electrolyte balance and a reduction of fatigue, as well as calcium which helps normal muscle function. This allows retailers to target consumers before or after exercise.

[i] YouGov 2014 – Resolutions

[ii] EXT IRI MarketPlace GB, latest 52 week data ending 27/11/17 and 25/11/18

3 Kantar Worldpanel, Lucozade Sport Combined (TH+OOH) data, 52 w/e to 02 December 2018