Lucozade Sport’s functional water brand launches consumer campaign featuring boxing world champion

 Lucozade Sport Fitwater, the latest addition to the nation’s number one sports drink family[i], is launching a new above-the-line (ATL) campaign set to go live on the 12th March. The campaign will feature unified heavyweight boxing champion and Lucozade Sport brand ambassador, Anthony Joshua, and will be supported by OOH, digital and in-store activity.FitWater_Packshot

Since hitting shelves last August, Lucozade Sport Fitwater has gone from strength to strength to become the second largest functional water brand in the market[ii]. This electrolyte water is made by purifying spring water then adding four key electrolytes specifically designed to help replenish what is lost in sweat.

The new ATL campaign has been developed to grow profit for retailers as the brand enters its second year and is supported by a £3.5M cross-channel spend. It will incorporate a range of eye-catching outdoor creatives, designed to attract consumers to the still water segment and appeal to the growing demand for functional drinks to enjoy as part of an active lifestyle.

Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory (LRS) comments: “We’ve developed Lucozade Sport Fitwater’s latest ATL campaign to grab the attention of existing sports drink consumers, while also appealing to a new audience with a drink perfect for the exercise occasion but with no sugar or calories. We’re confident that this new ATL promotion and £3.5M investment will support the brand’s offering in the water segment and drive awareness of the product.”

“We know the huge potential opportunity for retailers to grow their sales in this segment, with water accounting for 14%[iii] share of total value sales of Great Britain’s soft drinks. With the campaign’s striking outdoor advertising reaching 86% of adult shoppers at least 16 times, retailers should absolutely stock up on Lucozade Sport Fitwater now to ensure their chillers are ready for the additional sales opportunities this campaign will present.”

The new ATL campaign will be live from 12th March. We recommend that retailers site Lucozade Sport Fitwater within the water section of their chiller.

Fitwater ATL

[i] EXT IRI MarketPlace, GB, latest 52 week data ending 24.12.17

[ii] EXT IRI MarketPlace, GB, latest 52 week data ending 24.12.17

[iii] EXT IRI MarketPlace, GB, latest 52 week data ending 24.12.17

Author: kimbarnard

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