Lucozade Zero unveils TV debut and £6M summer partnership with hit ITV2 series
Lucozade Zero and Love Island: the perfect pairing in your chiller
Lucozade Zero, the sugar-free version of the nation’s number one energy brand[i], is unveiling its soft drink partnership with this year’s Love Island. The collaboration with the BAFTA-winning ITV2 reality TV show is set to drive awareness of the brand with 93% of the population this summer, showing consumers that Lucozade Zero tastes great, and all without the sugar.
As the biggest soft drinks launch of 2016[ii], Lucozade Zero is set to grab shoppers’ attention again this summer. The £6M multimedia activity goes live from the 4th June, including a TV debut for the zero-sugar favourite, supported by heavyweight outdoor, social and digital media, and in-store activation.
Lucozade Zero will hit TV screens for the first time during the period Love Island is on air, with an upbeat summery TV advert that features a girl looking for her perfect match. With the sound of a Love Island text, it’s a new arrival that ticks all her boxes; Lucozade Zero, a drink that tastes great, with zero sugar.
Sarah Smart, Brand Manager for Lucozade Zero at Lucozade Ribena Suntory comments, “Lucozade Zero’s partnership with Love Island shows shoppers they really can have a little bit of what they fancy – great taste with zero sugar. The hit TV series is a perfect match for the brand and this eye-catching campaign is sure to get the nation’s attention this summer.”
“Lucozade Zero is worth £500[iii]per year to the average convenience store and in the summer months, the soft drinks category enjoys an uplift of over 13%[iv]. The timing of the Love Island collaboration means retailers can take advantage of the summer sales spike by stocking up on the Lucozade Zero range. Make some room for this perfect pairing in your chiller!”
Love Island is ITV2’s hit reality dating show, in which contestants couple-up throughout the duration of the series in an effort to be crowned the ultimate winners and receive the show’s £50k prize. An average of 2.5M people tune in to watch each Love Island episode during the eight-week series.
Claire Heys, ITV Brand Partnerships and Content Director said:“I’m delighted to welcome Lucozade Zero as a partner of the summer’s hottest show. We’ve worked closely with the brand to launch Lucozade Zero on TV with a fantastic new Love Island themed advert which I’m sure will really appeal to viewers.”
The Lucozade Zero x Love Island campaign breaks with social media from 4th June, while the TV creative launches on 5th June and OOH activity kicks off in early July. Lucozade Zero is available in Pink Lemonade, Orange and Original flavours in 380ml and 500ml formats.
[i] EXT IRI MarketPlace, GB, latest 52 week data ending 25.02.18 – Litres Sold
[ii] EXT IRI Marketplace, UK, YTD to 20.11.16. Lucozade Zero Orange and Lucozade Zero Pink Lemonade are #1 and #2 in value of Brands split by flavour, which had no sales in 2015
[iii] IRI Worldpanel, 52 weeks to 25.02.2018, Convenience channel total £ value of Lucozade Zero divided by total number of stores selling
[iv] EXT IRI MarketPlace, Symbols & Independents, GB, latest 52 week data ending 28.01.18 – Drink Now