Lucozade Zero couples with Love Island this summer in £4M marketing campaign

Lucozade Zero, the sugar-free drink from the nation’s number one energy brand[i], has partnered with ITV2’s hit series Love Island as the official soft drinks partner.

To promote the partnership, Lucozade Zero is launching a £4M multimedia campaign, going live on the 1st July. The cross-channel activity is set to put Lucozade Zero at the front of consumers’ minds during the series and includes a return to TV with a tongue-in-cheek advert, supported by bespoke social, digital, in-store and outdoor activity.

Last year, the collaboration with the BAFTA-winning reality TV show delivered significant results in store with sales of Lucozade Zero up by 27%[ii] and brand awareness increasing by 15%[iii].

Lauren Maddocks, Brand Manager for Lucozade Zero at Lucozade Ribena Suntory comments, “Shoppers’ spending on zero-sugar drinks has increased by 33%[iv] in recent months, so by coupling this trend with our brilliant Love Island partnership, we’re confident Lucozade Zero will continue to drive sales for our customers this summer and beyond.

“Lucozade Zero is currently growing at 15%[v] year-on-year – making it the perfect partner for retailers’ chillers.” concludes Maddocks.

Love Island is ITV2’s reality dating show, in which contestants couple-up throughout the duration of the series in an effort to be crowned the ultimate winners and receive the cash prize. In 2018, the wildly popular series reached 20M[vi] people across the UK and accounted for 88%[vii] of all TV conversations on Twitter – generating 2 billion impressions.

Lucozade Zero is available in Pink Lemonade, Orange and Original flavours in 380ml (in both price-marked and plain packs), 500ml and 1l formats.

[i] EXT IRI MarketPlace, GB, latest 52 week data ending 28.04.19 – Litres Sold

[ii] EXT IRI MarketPlace, GB, Lucozade Zero, Value Sales, 13 weeks to 02.09.18 vs 13 weeks to 03.06.18

[iii] Hall & Partners tracking study, July 17 – July 18

[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

[v] EXT IRI, MarketPlace, GB, latest 52 week data ending 28.04.19

[vi] ITV Viewer Data

[vii] ITV Viewer Data