Get Your Edge Back activity will include cinema, outdoor, online, press, radio and in-store advertising.
A website, www.getyouredgeback.com, has been launched as part of the campaign.
It will act as a hub for consumers to submit their stories of how they have 'lost their edge', to be in with a chance of winning £10,000.
They will also be able to claim a free bottle of Lucozade Energy.
A roadshow will visit motorway service stations in April and May.
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