Suntory Beverage & Food (SBF) GB&I has revealed a new campaign for its functional energy brand Lucozade Alert, promoting the drink as a motivating boost.
Running through to July, the activity includes OOH adverts, digital placements across Spotify and online streaming platform Twitch, video on demand, social media, influencer marketing and in-store activations.
Brought to life through digital “talking cans,” the content inspires people to take charge of their day. This is supported by creative social content rooted in the idea that Lucozade Alert is there to lift people in a witty, quick way at every opportunity; be it everyday life, or big cultural moments.
The array of dynamic social activity will extend through a series of interactive, fast puzzles to challenge the sharpness of Lucozade Alert consumers and drive shopper engagement. This is all underpinned by influencer marketing to generate further brand awareness.
SBF GB&I claims that the campaign will reach 83% of adults in the UK.
Aoife McGuigan, head of Lucozade Alert, said: “Lucozade Alert has become a staple of the growing stimulation energy segment, worth £8.1million in value sales since launch (Nielsen).
“With its continued growth and the launch of our updated pack design, now is the perfect time to launch our new campaign. Talking Cans puts our brand’s witty, vibrant personality at its heart by encouraging Brits to grab a can of Lucozade Alert to help them through their busy day.
“This new campaign brings a fresh opportunity to build product awareness, increase shopper engagement, encourage trial, and drive additional purchases.”
Retailers should ensure their chillers and soft drink aisles are well stocked across the Lucozade Alert range to take advantage of the buzz created by this engaging new campaign, helping shoppers to easily pick up their favourite drink.
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