Lucozade Sport has a new marketing campaign for its functional water brand, Lucozade Sport Fitwater. More Than Water encourages shoppers to buy Lucozade Sport Fitwater to help replenish what they lose in sweat during exercise. Alongside the campaign he brand has also signed influencer partnerships with actress and fitness influencer Gemma Atkinson and social media fitness star Vic Spence. Following its launch in 2017, Lucozade Sport Fitwater is now worth £4.3m and ranks as the Lucozade Sport’s brand’s third biggest penetration contributor behind core flavours Orange and Raspberry.

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