Lucozade Sport has introduced a new TV advert and an on-pack promotion for the Rugby World Cup, as part of a £9m spend for the brand this year.
The campaign will run from 3rd August to 31st October and will include an on-pack promotion which will give shoppers the chance to win official England, Scotland, Ireland and Wales rugby shirts so retailers are advised to stock up ahead of demand.
The brand will also offer tailored rugby themed POS by nation to drive sales over the six week tournament.
Vicky Morgan, Marketing Manager for Lucozade Sport, said that retailers who support international sporting events see “significant growth and outperformance.”
“The summer of football last year had a significant impact on the sales of sports drinks, with penetration up 26.6%, with Lucozade Sport attracting 54% incremental shoppers to the sector.”
The campaign follows the introduction of Lucozade Sport’s new Mango & Passion Fruit flavour which has generated £1.8m in its first three months.
Morgan added: “Retailers who have used Lucozade Sport point of sale around major sporting events in the past have experienced as much as +26.3% value sales growth of sports drinks. Over the same period, they have seen as much as a +36.9% uplift in Lucozade Sport specifically, attracting new shoppers to the brand and a quarter going on to repeat purchase.”
