Lucozade Revive, the naturally flavoured and lightly sparkling fruity Lucozade sub-brand, will be driving further awareness with UK shoppers with a new marketing campaign launching from this month.
The sub-brand is aimed at the 59% of UK shoppers who don’t currently buy into the energy drinks category, yet are looking for a naturally inspired lift during their day. Lucozade Revive’s advertising campaign will reach shoppers across social media, digital and out-of-home advertising including roadside.
The campaign is part of a £1.7M Q1 media spend for the brand during 2021. It will reach at least 80% of all UK adults a minimum of 11 times and aims to educate shoppers on the drink, raising awareness of what Lucozade Revive is.
Lucozade Revive, which was launched last year, is designed to combat some of the barriers perceived when it comes to buying into the energy drinks category, including perceptions of it being unhealthy or artificial. Revive has natural fruit flavours, real fruit juice, no artificial colours, and contains vitamins B3, B5, B6 & B12 to help reduce tiredness. It is sweetened with a balance of Stevia and sugar (4.3g sugar per 100ml) to give it a great taste.
Zoe Trimble, Head of Lucozade at Suntory Beverage & Food GB&I, said: “Lucozade Revive has enjoyed a great first year and built up a loyal following. This new campaign will further raise awareness of the brand and tap into the shift we’re continuing to see with shoppers looking more and more for a naturally inspired ‘everyday’ lift.
“We recommend that retailers ensure they have Lucozade Revive in their chillers to make the most of our massive investment behind the brand.
“We know that 75%[i] of society is concerned about tiredness. Lucozade Revive is the ideal solution for these shoppers”.
The first burst of the new Lucozade Revive marketing campaign will run until March. As usual we can expect to see a sales uplift across all Lucozade drinks when one sub-brand is supported by advertising, so it is important to stock up on the full range.
Lucozade Revive is designed to sit within the Energy category in the chiller but away from Everyday Energy and Stimulation, alongside ‘better for you’ energy drinks; drinks such as iced tea, iced coffee and Emerging Energy drinks.
[i] Catcom and Suntory GBI Category Strategy Research 2020