With the biggest event in the football calendar just around the corner, and the return to team sports well underway as the nation emerges from lockdown restrictions, Lucozade, the UK’s biggest sport & energy drink brand[i], is gearing up for a massive summer of sport.
From May, Lucozade Sport will be unmissable this summer through a £2.5M advertising spend across social, digital, television and in-store marketing – meaning 75% of all adults, approximately 36 million consumers, will see the brand throughout the warmer months.
Tom Bell, Head of Marketing for Lucozade Sport at Suntory Beverage & Food GB&I said, “We’re supporting the return of sport and the upcoming European football tournament by giving away thousands of footballs to shoppers through in-store marketing activation.”
Limited-edition Lucozade Sport footballs are available for consumers to win through a text-to-win competition running across the full Lucozade Sport range.
Lucozade is synonymous with iconic sporting celebrations and during the 2018 World Cup, Lucozade saw an impressive sales increase of 39%[ii]. This growth illustrates just what a significant sales opportunity sporting occasions are for retailers.
“We know how challenging it’s been for many people who haven’t been able to get out and exercise as much as they normally would over the past year. With restrictions continuing to ease over the summer months, the increase in sporting occasions represents a chance for retailers to drive more sales in categories like sports drinks.
“We want to help everyone get active as we all gear up for a blockbuster year of sport with the upcoming European football tournament, major athletics events, Anthony Joshua vs. Tyson Fury, the London Marathon and more.” Bell concludes.
Lucozade’s marketing activity follows the brand’s latest flavour launch: Lucozade Sport Cherry Kick. This great-tasting flavour addition features a striking image of one of England’s most high profile and well-loved players, Raheem Sterling, to drive standout on shelf. Lucozade Sport Cherry Kick is available now in 500ml standard and PMP bottles as well as a four-pack multipack.
[i] EXT, IRI, MarketPlace GB, latest 52 week data ending 26.01.20, Litres Sold
[ii] EXT IRI GB volume sales eight w/e 2 29/07/18 vs 2016 (WC 2018 vs Euro 2016)