Lucozade Energy supported with a £3.8 million marketing campaign

Suntory Beverage & Food is rolling out a £3.8 million multi-touchpoint marketing campaign to encourage trial and awareness of its enhanced Lucozade Energy Orange and Original flavours and fresh pack design.

The campaign includes billboard and bus-side ads, in-store shopper activations and social media activity.

In addition, the company has launched a national sampling campaign aiming to reach more than 1.5 million consumers across the country.

SBF GB&I’s Core Brand Innovation programme is an approach to growing brands created by its global parent company Suntory, which has proven success across markets in Japan and Europe. The agile process puts iterative testing with consumers at the heart of the insight and solution.

The changes to Lucozade Energy follow 18 months of research and input from 6,500 consumers to ensure that the products deliver the taste and energy that shoppers look for, while also appealing to changing tastes and palates.

Zoe Trimble, head of Lucozade Energy, comments: “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.”