Lucozade Sport is teaming up with England footballing superstar Raheem Sterling as part of a marketing campaign for new Lucozade Sport Cherry Kick. The marketing activity will span three months, kicking off in September and featuring in the run-up to Christmas, will highlight the importance of keeping hydrated during exercise even during the colder months.
Lucozade Sport Cherry Kick is available now in 500ml standard and PMP bottles as well as a four-pack multipack. The latest addition joined the £111M[i] Sport range in April and features a striking image of Raheem Sterling himself to drive stand-out on shelf.
Lucozade Sport is supporting both Cherry Kick and Anthony Joshua Fruit Punch through an out of home, PR, partnerships and paid social media marketing plan that will raise awareness of the drinks.
As the official hydration partner in the run-up to the UEFA Nations games, Raheem Sterling will lead a range of Lucozade Sport ambassadors including two-time heavyweight champion Anthony Joshua, England captain Steph Houghton, GB Paratriathlete Josh Landmann and England netball player Serena Guthrie. These well-known sporting figures will undertake the Cherry Kick challenge on social media, building excitement for the brand and driving sales in store.
The Cherry kick challenge is a twist on the popular social media bottle challenges, where consumers will be asked to create their own Instagram Reels video, using a bottle of Lucozade Sport to show off their football &/or sporting skills. By sharing their creations with the #CherryKickChallenge and tagging @LucozadeSportUK they will be in with a chance to win prizes.
Sterling, 25, is one of the most iconic players in the England men’s football squad. He’s played more than 50 times for the national team, scoring 12 goals. He is a passionate voice for inclusivity through his comments on discrimination in sport and is a hugely recognisable cultural figure both inside and outside sports media.
The launch of Lucozade Sport Cherry Kick follows real sporting success for the Lucozade Sport brand in 2019. The launch of Lucozade Sport Fruit Punch, featuring heavyweight boxing world champion Anthony Joshua, has driven sales of almost £8.7M[ii] since its launch in March last year – 55%[iii] of which was incremental to the sports & energy category. Additionally, Lucozade Sport’s on-pack partnership with the England Lionesses women’s football team helped to drive increased visibility for the brand and resulted in a sales uplift of 37%[iv].
Tom Bell, Head of Marketing for Lucozade Sport said: “Lucozade Sport Cherry Kick is an incredibly exciting launch for the brand and we’re confident it will add growth to the Sport range. We know that each flavour in our range has a unique shopper profile with only a small amount of crossover, so we’re confident that Cherry Kick is already bringing in incremental sales for retailers.
“This new campaign is set to highlight the importance of staying hydrated while exercising all year round – and who better to help us do that than our impressive squad of sports personalities? Signing one of England’s most recognisable footballers in Raheem Sterling to the Lucozade Sport squad is huge for the brand and will drive real stand-out for Lucozade Sport Cherry Kick on shelf.”
“We know from the tremendous success of Lucozade Sport Fruit Punch, which we launched last year with Anthony Joshua, that having iconic sportspeople on pack really puts the brand front of mind with shoppers.”
The campaign and launch with Raheem Sterling is part of a much wider brand mission to inspire the nation to move more ahead of the UEFA Euro 2021 tournament.
[i] EXT IRI MarketPlace GB, latest 52-week data ending 26.07.20
[ii] EXT IRI MarketPlace GB, latest 52-week data ending 26.01.20
[iii] Aimia, Switching Report, Latest 40-week data ending 02.02.20
[iv] IRI MPF Total Market comparing w/e June 9th to July 28th to 8 weeks prior to campaign