Lucozade Energy is launching a comprehensive campaign to support the release of its new and improved drinks. This campaign includes out-of-home advertising with billboards and bus-side ads, in-store shopper activations, and a strong presence on social media. Moreover, Lucozade Energy plans to launch a national consumer sampling campaign, aiming to reach over 1.5 million consumers across the country. The goal of this campaign is to create excitement and generate awareness of the new “zingy” flavors of Lucozade Energy Orange and Original.
The revamped drinks offer a more citrusy, orange note for the Orange flavor and a bolder taste for the unique Original flavor. Additionally, the new pack design showcases more of the liquid, providing shoppers with a visual cue for increased taste, flavor, and refreshment. Zoe Trimble, head of Lucozade Energy at Suntory Beverage & Food GB&I, expresses her enthusiasm for the campaign, stating that it will bring their Core Brand Innovation program to life and introduce the new flavors to a wider audience.
Confident in the appeal of their bold new flavors and packaging, Lucozade Energy predicts that the campaign, backed by a multi-million pound investment, will effectively raise awareness of their drinks. Furthermore, they anticipate increased shopper engagement, encouraging trial of the products and ultimately driving additional purchases.
