Sales-driving Suntory ‘CBI’ process rolled out across Lucozade Energy
Following 18 months of extensive research and development, and input from 6,500 consumers, Lucozade Energy has enhanced its Original and Orange flavours. The enhancements to the drinks are live now and respond directly to key notes that consumers want and enjoy from Lucozade.
The new recipes deliver a more “zingy” taste, with a bolder taste for the unique Original flavour and more citrusy, orange note for Orange, giving consumers more of what they love.
The changes are subtle but further elevate the drinks’ flavours, giving Lucozade Energy drinkers more of the unique notes they associate with the brand. Marketing plans, set to be unveiled in the coming weeks, will work to bring in new consumers to trial Lucozade Energy and help drive retailer sales.
The evolution is part of SBF GB&I’s Core Brand Innovation (CBI) programme, an approach to growing brands created by its global parent company Suntory which has proven success across markets in Japan and Europe. The agile process involves continual prototyping and testing, putting the consumer at the very heart of the insight and solution.
Core Brand Innovation is recognition that consumers, and the world they live in, are changing constantly. The programme on Lucozade delivers the great taste and energy that shoppers know and look for, while also appealing to changing tastes and palettes.
The Orange and Original flavours are also getting a fresh pack design that reveals more of the liquid to shoppers, creating greater appeal by allowing for more taste, flavour and refreshment cues.
The extensive consumer research revealed that the new-look sleeves help increase purchase intent[1] among shoppers, as well as making them more likely to spot the new bottle design[2] on shelves.
Zoe Trimble, Head of Lucozade Energy, Suntory Beverage & Food GB&I comments: “Core Brand Innovation is at the heart of our approach to brand building. We believe across our business that brands must evolve to keep up with changing consumer needs.
“Our thorough process involves extensive research and agile prototyping with consumers and leans heavily on successful techniques developed by Suntory, our global parent company.
“The goal is to better understand the lives of our consumers, what they’re looking for and what drives their decision making, so we can adapt our brands to meet their needs – delivering a win for our consumers and our customers.
“We are excited to be launching this new taste and look for Lucozade Energy Original and Orange and are confident the bold new flavours and design will help us reach even more shoppers.”
The changes are effective across all Lucozade Energy Orange and Lucozade Energy Original 380ml, 500ml and 900ml bottles for individual sale and inclusion in multipacks.
The packaging changes will roll out across bottles for the remaining Lucozade Energy flavours in the coming months.
[1] +6pp increase in purchase intent (SOURCE: The Big Picture in Feb 2021. Category Considerers (n=300))
[2] +7pp increase in findability (SOURCE: The Big Picture in Feb 2021. Category Considerers (n=300))
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