Lucozade Sport has unveiled a new on-pack competition.
Available on all major SKUs from April 23, limited-edition packs offer consumers the chance to win 20,000 prizes including Fitbits and holidays for two.
The on-pack activity will be supported by a £5m ‘Made to Move’ campaign to inspire consumers to be more active over the summer, if it ever arrives. Fronted by Lucozade Sport brand ambassadors Anthony Joshua and Harry Kane, a combination of TV, proximity, digital and social activity will show the nation that “no-one ever moved forwards standing still”. The campaign will culminate at point of purchase with bespoke ‘Made to Move’ POS, developed to maximise the opportunity in-store and encourage purchase of the special packs.
Referring to the forthcoming World Cup, Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory, said: “With the biggest event in the football calendar just around the corner, our new limited-edition packs will allow retailers to capitalise on the increased interest in sports drinks this summer. We know Lucozade Sport sales spike by up to 12% during sporting tournaments, so this presents a huge opportunity for our customers. We’ve got 20,000 prizes up for grabs – that’s 100 per day – so we know shoppers are going to be incentivised to pick up even more Lucozade Sport this summer season!”
To make the most of the opportunity, Grogut advised retailers to stock up on the full range in its various formats to cater for different shopper occasions in store.
“SKUs should be brand-blocked with a minimum of two facings per flavour, and more for a best-seller like Lucozade Sport Orange,” she said. “Finally, Lucozade Sport Low Cal is the perfect way to tempt low-sugar shoppers to spend more within the category, too.”
The on-pack competition runs until October, with the next phase of the ‘Made to Move’ campaign kicking off on June 4.
