Lucozade Energy has unveiled a new £3.8M marketing campaign for its enhanced Orange and Original flavours and fresh pack design.
Launched as part of its Core Brand Innovation (CBI) programme, the campaign to support the new look and taste includes out-of-home advertising comprising billboard and bus-side ads, in-store shopper activations and social media activity.
In addition to this, Lucozade Energy will be launching a national consumer sampling campaign aiming to reach more than 1.5 million consumers across the country, driving further appeal and excitement around the launch of the revamped drinks. The changes follow 18 months of extensive research and input from 6,500 consumers.
The CBI programme is an approach to growing brands created by its global parent company Suntory, which puts “iterative testing with consumers at the very heart of the insight and solution”.
Zoe Trimble, head of Lucozade Energy at Suntory Beverage & Food GB&I said: “We are excited to be launching this campaign to bring our Core Brand Innovation programme to life and introduce our new Orange and Original flavours to even more shoppers.
“We are confident that the bold new flavours and design across Lucozade Energy Original and Orange flavours will help us reach even more shoppers, supported by a multi-million pound campaign that will build awareness of our drinks, increase shopper engagement, encourage trial and drive additional purchases.”