Lucozade Energy is delivering its biggest ever sampling activity across the UK this summer as part of its £28 million ’Energy Beats Everything’ campaign.

The brand’s extensive sampling initiative is designed to drive sales of Lucozade Energy for retailers by getting the drink into the hands of consumers.

Lucozade Energy is also handing out vouchers as part of the sampling, giving consumers 50p coupons to be redeemed on any Lucozade Energy or Lucozade Zero sku. An estimated seven million 150ml cans of Lucozade are expected to be given out as part of the campaign.

Sampling will be activated nationwide, in high footfall cities throughout England, Scotland and Wales. The ’Energy Beats Everything’ campaign also includes TV, outdoor and digital activity, alongside an in-store campaign to drive purchases.

Bridget Hirst, brand manager at Lucozade Ribena Suntory, said: “In the past, our extensive sampling campaigns have proven to drive a 9% sales uplift on Lucozade Energy skus in nearby stores (IRI Lucozade Energy 2017 Sampling Campaign Analysis – August 2017), so retailers should increase the brand’s visibility on shelf to make the most of this opportunity.

”With Lucozade Energy already driving more than £2,000 worth of sales per store each year (IRI Symbols & Independents, GB, latest 52 week data ending 19.11.17), retailers should ensure their chillers are fully stocked to catch the attention of shoppers during this promotion.”

With the activity running throughout the summer until late September, the ’Energy Beats Everything’ campaign is designed to help retailers capitalise on the 13% uplift in soft drink sales experienced by stores between May and September (IRI Symbols & Independents, GB, 28.01.18).