Lucozade Energy is rolling out a £3.8m multi-touchpoint marketing campaign to encourage trial and build awareness of its new Orange and Original flavours and fresh pack design.
The campaign to support the new look and taste includes out-of-home advertising comprising billboard and bus-side ads, in-store shopper activations and social media activity.
In addition to this, Lucozade Energy will be launching a national consumer sampling campaign aiming to reach more than 1.5 million consumers across the country.
The campaign is aimed at driving 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 Original flavour, both of which were introduced in response to feedback from consumers. The new pack design also reveals more of the liquid to shoppers, with the aim of creating greater appeal by allowing for more taste, flavour and refreshment cues.
Zoe Trimble, Head of Lucozade Energy, Suntory Beverage & Food GB&I, commented: “We are excited to be launching this campaign to bring our Core Brand Innovation programme to life and introduce our new Orange and Original flavours to even more shoppers.
“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.”
