Lucozade Zero, the zero sugar range from the UK’s biggest energy & sport drink brand[i], is building on its recent packaging refresh, the launch of new flavour Lucozade Zero Tropical, and the expansion of its range into a 330ml can format, with a £2.5M multimedia ad campaign.
The activity is live from June and will see Lucozade Zero promoted through radio advertising across stations including Kiss, Capital, Radio X, Heart and Absolute, national out-of-home coverage, social media support across Facebook and Instagram as well as ecommerce and in-store materials.
The new creative push will build on Lucozade’s recently launched “It’s On” campaign, which promotes the brand’s full range through a brand-new creative advert for TV and video as well as social media, out-of-home, online video, ecommerce and geo-targeted mobile advertising.
The campaign aims to drive awareness and visibility of the £271M[ii] Lucozade Energy range with its target shoppers.
Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I, said: “It’s already been a big year for Lucozade Zero with the launch of our exciting new look packaging, the introduction of a brand-new flavour in Zero Tropical, and the brand’s move into a 330ml can format. This campaign is perfectly timed to tap into this excitement and raise awareness with shoppers to grow retailers’ sales.
“The Lucozade Zero brand is ideally placed to capitalise on the growth of low and no sugar soft drinks. Over the past few years, shoppers’ spending on zero and low-sugar drinks has increased by 33%[iii] and 29%[iv] respectively, showing just how important this segment of the market is.
“By emphasising the brand’s zero sugar credentials through another fantastic, high-impact marketing campaign, we will help drive shoppers to retailers’ shelves to pick up a zero-sugar option from a brand they know and trust.”
[i] EXT, IRI, MarketPlace GB, latest 52 week data ending 25.04.21, Litres Sold
[ii] EXT, IRI, MarketPlace GB, latest 52 week data ending 22.11.20
[iii] Take Home Soft Drinks – Spend – Value – 20 w/e Aug 18 vs. 20 w/e Mar 2018. Based on Products with known sugar values only, excludes estimates
[iv] Take Home Soft Drinks – Spend – Value – 20 w/e Aug 18 vs. 20 w/e Mar 2018. Based on Products with known sugar values only, excludes estimates
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