Lucozade Alert is back with a bang in 2023 with a fresh look.
After generating £1m in sales in under two months at launch through wholesale and convenience stores in September 2021 (Nielsen), Suntory Beverage & Food (SBF) GB&I has given Lucozade Alert packs a makeover. The firm has invested in a colourful new 500ml can design across all three flavours; Cherry Blast, Tropical Burst & Original Lucozade and the product is being supported by OOH, VOD, digital and social media advertising and PR.
The group’s research reveals 75% of adults have reported concerns about tiredness [SBF GB&I], and the Lucozade Alert range responds to a clear consumer need, as a high caffeine energy drink with Vitamin B3 to help combat tiredness, from the trusted brand Lucozade.
The brand has amassed a worth of £8.1m in value sales since launch and is continuing to grow [Nielsen]. SBF GB&I claims that 75% of Lucozade Alert’s sales are incremental to the category (Dunnhumby), meaning the brand encourages trial and drives sales, making it a staple of the growing stimulation energy segment.
Aoife McGuigan, head of Lucozade Alert at SBF GB&I, said: “The updated pack design presents a fresh opportunity to drive shopper engagement, encourage trial and drive additional purchases to help increase sales even further.”
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