Lucozade Energy is rolling out a new £3.8m multi-touchpoint marketing campaign to encourage trial and awareness of its enhanced Orange and Original flavours and fresh pack design, as part of its Core Brand Innovation (CBI) programme.
The campaign to support the new look and taste includes out-of-home advertising, in-store shopper activations and social media activity.
In addition to this, the brand will launch a national sampling campaign aiming to reach more than 1.5 million consumers across the country.
The campaign is aimed at driving awareness and trial of the new ‘zingy’ flavours of Lucozade Energy Orange and Original, with a more citrusy, orange note for Orange and bolder taste for the unique Original flavour. A new pack design also reveals more of the contents to shoppers.
Suntory Beverage & Food (SBF) GB&I’s CBI programme is an approach to growing brands created by its global parent company Suntory, which has proved successful across markets in Japan and Europe. The top-secret process puts continual customer testing at its heart; the changes follow 18 months of extensive research and input from 6,500 consumers.
Zoe Trimble, Head of Lucozade Energy at SBF GB&I, commented: “We are confident that the bold new flavours and design across Lucozade Energy Original and Orange flavours will help us reach even more shoppers, supported by a multi-million pound campaign that will build awareness of our drinks, increase shopper engagement, encourage trial and drive additional purchases.”
The campaign launches this month.
