New £10M Lucozade Energy campaign to spark sales this summer

Lucozade Energy, the UK’s number one energy brand[i], is aiming to ‘Spark Something’ with a brand new £10M marketing campaign.

The campaign, which launches this week, will be brought to life through TV, outdoor, social and digital advertising, as well as in-store activation through POS materials including FSDUs, barkers and shelf wobblers.

“The campaign will position the market-leading energy brand[ii] as one that sparks positive energy, broadening our appeal,” said Amie Farrell, Senior Brand Manager for Lucozade Energy.

“We know Lucozade Energy holds a unique position in the market. The campaign enhances the positive aspects of the Lucozade Energy brand and emphasises our belief that the best things in life come from positive actions and a positive outlook. In doing so, we hope to communicate our relevance and appeal to more and more people.”

Using a vinyl record, the campaign showcases how positive energy can be passed across generations and from person-to-person, inviting viewers to ‘Spark Something’. It will be brought to life across TV, outdoor, social, digital and in-store marketing with a total media spend of more than £10M. This substantial investment will continue to ensure the brand is front of mind for shoppers throughout the summer and beyond, helping retailers to drive sales in store.

The energy sector is currently growing at 10%[iii] – showing the category is as relevant as ever. Within this, Lucozade Energy is currently growing by 8%[iv] across the market, with the flavours range driving particularly strong growth[v].

‘Spark Something’ will help highlight Lucozade Energy’s continued brand innovation through 2019, which started in January with the addition of Lucozade Energy Apple Blast and was seen most recently with the launch of Watermelon & Strawberry Cooler. Available now in 1L, 500ml and 380ml formats, the flavour is the newest addition to the £276M[vi] Lucozade Energy range which includes Caribbean Crush, Wild Cherry, Brazilian, Pink Lemonade and Apple Blast alongside the brand’s core Orange and Original drinks.

“The Energy sector is buoyant and we are confident the substantial investment we’re putting into Lucozade Energy will help us to continue to maintain our unique positioning and grow Lucozade Energy, and with it energy category, sales for our retail customers”, added Farrell.

[i] EXT IRI, MarketPlace, GB, latest 52week data ending 31.03.19 – Litres Sold

[ii] EXT, IRI, MarketPlace GB, latest 52week data ending 31.03.19 – Litres Sold

[iii] EXT IRI, MarketPlace, GB, latest 52week data ending 31.03.19

[iv] EXT IRI, MarketPlace, GB, latest 52week data ending 31.03.19

[v] EXT IRI, MarketPlace, GB, latest 52week data ending 31.03.19

[vi] EXT IRI, MarketPlace, GB, latest 52week data ending 31.03.19