Lucozade Energy WEB

Source: Lucozade Ribena Suntory

Activity will across TV, social, digital and in-store

Lucozade Energy has kicked off a £10m campaign for the second year, in an effort to continue a recent revival of sales.

The push invites shoppers to ‘Spark Something’, showing how “positive energy can be passed across generations and from person-to-person”.

Activity across TV, social, digital and in-store would position Lucozade Energy “as one that sparks positive energy, broadening our appeal” said senior brand manager Amie Farrell. It would underline “our belief that the best things in life come from positive actions and a positive outlook”.

The ample investment follows the £10m ‘Energy Beats Everything’ drive of 2018 – a year in which Lucozade Energy had £43.8m wiped from its value [Nielsen 52 w/e 29 December 2018] due to a poorly received reformulation to bring its sugar level under the soft drinks levy threshold.

However, the brand appears to be recovering, having increased value sales by 12% in the 13-week period to 27 January 2019 [IRI]. This was due to NPD such as Apple Blast, claimed owner Lucozade Ribena Suntory. The variant was joined this month by Watermelon & Strawberry Cooler.

The energy drinks category was “buoyant” Farrell added. “We are confident the substantial investment we’re putting into Lucozade Energy will help us continue to maintain our unique positioning.”