Sugar free Lucozade Zero has launched a £2.5m ad campaign, which will support the launch of its new Tropical flavour.
The new creative push builds on Lucozade’s recently launched “It’s On” campaign activity and will see the brand promoted through radio advertising across stations including Kiss, Capital, Radio X, Heart and Absolute, national out-of-home coverage, social media support across Facebook and Instagram as well as ecommerce and in-store materials.
The campaign aims to drive awareness and visibility of the £271m Lucozade Energy range (IRI, MarketPlace GB, latest 52 week data ending 22.11.20) with its target shoppers.
Zoe Trimble, head of Lucozade Energy at Suntory Beverage & Food GB&I, said: “It’s already been a big year for Lucozade Zero with the launch of our exciting new look packaging, the introduction of a brand-new flavour in Zero Tropical, and the brand’s move into a 330ml can format. This campaign is perfectly timed to tap into this excitement and raise awareness with shoppers to grow retailers’ sales.
“The Lucozade Zero brand is ideally placed to capitalise on the growth of low and no sugar soft drinks. Over the past few years, shoppers’ spending on zero and low-sugar drinks has increased by 33% and 29% respectively, showing just how important this segment of the market is.
“By emphasising the brand’s zero sugar credentials through another fantastic, high-impact marketing campaign, we will help drive shoppers to retailers’ shelves to pick up a zero-sugar option from a brand they know and trust.”