Lucozade Energy, the nation’s number one energy brand (IRI MarketPlace, 52 w/e 22.01.17), has launched a high-profile summer marketing campaign with an innovative sampling activation.
Taking over London’s Oxford Circus tube station, thousands of commuters will be offered a free journey with every specially-designed bottle of Lucozade Energy.
From May 30 to June 2, 5,000 uniquely adapted Lucozade Energy Orange and Original 380ml bottles with a contactless chip in the base, will entitle the recipient to one free journey on the underground when tapped on the oyster card reader. The central London takeover kicks off this year’s Find Your Flow campaign which is set to further raise awareness of Lucozade Energy with busy consumers who are on the go.
Ashleigh Roberts, senior brand manager of Lucozade Energy at Lucozade Ribena Suntory said: “This fun activation is a unique way for the brand to help consumers find their flow and get the most out of every day. The 2016 Find your Flow campaign was incredibly well-received and delivered exceptional results. Throughout 2016, we saw Lucozade Energy Orange grow by £11m (IRI, MarketPlace, GB, 52 w/e 25.12.2016) in value sales – an impressive outcome for a SKU already worth over £180m (IRI, MarketPlace, GB, Total Retail Market, 52 w/e 25.12.2016). This year, we’ve challenged ourselves to push the creative boundaries even further and we’re excited to launch our summer campaign in this novel and engaging way.
In a typical year, drink now soft drinks benefit from an average 17% retail sales value uplift from June to August (IRI MarketPlace, GB, Soft Drinks Drink Now, Value Sales, 3 year average period ending 22.01.2017). With category leading products like Lucozade Energy already worth over £317m (IRI MarketPlace, 52 w/e 19.02.17) RSV, retailers should make sure they are stocking best sellers to make the most of the profit opportunity on offer.