Lucozade Zero is partnering with ITV2 for a new campaign, which sees the brand named official soft drinks partner for the reality series Love Island.

As part of the partnership, Lucozade Zero is launching a £4m multimedia campaign. Live from 1 July, the cross-channel activity will mark the brand ’s return to TV with a tongue-in-cheek advert, supported by bespoke social, digital, in-store and outdoor promotion.

Lauren Maddocks, brand manager for Lucozade Zero at Lucozade Ribena Suntory (LRS), said: “Shoppers’ spending on zero-sugar drinks has increased by 33% in recent months (Take Home Soft Drinks - Spend - Value - 20 w/e Aug 18 vs. 20 w/e Mar 2018), so by coupling this trend with our brilliant Love Island partnership, we’re confident Lucozade Zero will continue to drive sales for our customers this summer and beyond. Lucozade Zero is currently growing at 15% year-on-year (IRI, MarketPlace, GB, Latest 52 Week Data Ending 28.04.19) – making it the perfect partner for retailers’ chillers.”

Lucozade Zero is available in Pink Lemonade, Orange and Original flavours in 380ml (price-marked on plain packs), 500ml and 1ltr formats.