Lucozade Energy is driving awareness of its flavours range this summer with the launch of a dedicated £2 million marketing campaign.

The multichannel campaign –  first in over 8 years focusing on the flavours range – will include nationwide outdoor and digital advertising, social media and in-store activations.

The campaign, which goes live this week, will incorporate visuals featuring four of the existing flavours: Wild Cherry, Apple Blast, Caribbean Crush and the newest addition, Watermelon & Strawberry Cooler, launched in May.

“The Lucozade Energy flavours range has already contributed a significant £54 million worth of sales to the energy category, showing just how important it is for retailers to carry a diverse selection of flavours in their chillers. In fact, 30 percent of new shoppers first buy into the brand through our flavours range – so it’s crucial for attracting new shoppers to the category too,” commented Bridget Hirst, brand manager for Lucozade Energy.