GlaxoSmithKline is to energise Lucozade Sport Hydro Active with the first on-pack promotion for the fitness water brand.
More than £2m is being spent on a text-to-win competition, which will include TV and outdoor advertising support, ads in lifestyle and fitness magazines and point-of-sale material such as posters, wobblers and stickers.
Consumers will be offered the chance to win a fitness and spa holiday for two to the Caribbean resort of St Lucia every day for a month. They simply have to text a number to find out if they have won.
The on-pack promotion will run from January 17 until February 16 and will build on the success of last year’s £1.5m ‘Resolution No1 Start Drinking’ ad campaign, which was also timed to tap into the new year keep-fit fever and which helped
to build the fitness water into a £9m brand.
Lisa Hacker, brand manager for Lucozade Sport, said the promotion was a superb fit with its target consumers. “After a month of festive excess, the associated trend for new year fitness resolutions is the ideal period to raise consumer awareness of Lucozade Sport Hydro Active and the benefits of fitness water. Communication with consumers is key so retailers should entice new and existing consumers to the brand by creating exciting in-store theatre,” added Hacker.
Sean McAllister