Lucozade Zero, the sugar-free version of Lucozade Energy, has kicked-off a collaboration with the ITV2 reality dating show Love Island, which is back on TV with a new eight-week series.
The £6m multimedia campaign includes a TV advertising debut for the soft drink, supported by considerable outdoor, social, digital and in-store activity.
Sarah Smart, Brand Manager at Lucozade Ribena Suntory, said: “The partnership with Love Island shows shoppers they really can have a little bit of what they fancy – great taste with zero sugar. The hit TV series is a perfect match for the brand and this eye-catching campaign is sure to get the nation’s attention this summer.”
“Lucozade Zero is worth £500 per year to the average convenience store and in the summer months, the soft drinks category enjoys an uplift of over 13%. The timing of the Love Island collaboration means retailers can take advantage of the summer sales spike by stocking up on the Lucozade Zero range.”
Lucozade Zero is available in Pink Lemonade, Orange and Original flavours in 380ml and 500ml formats.
