Lucozade Sport kicked off 2019 with a new marketing campaign from its functional water brand, Lucozade Sport Fitwater.
The new campaign, with a creative focusing around a More Than Water messaging, has launched across social media on the 7th of January and will run for at least eight weeks.
The New Year activity also incorporates influencer partnerships. The brand is partnering with actress and fitness influencer Gemma Atkinson and social media fitness star Vic Spence for the campaign. It will also feature in relevant AV OOH locations.
Claire Keaveny, head of marketing at Lucozade Sport commented: “Convenience retailers will certainly notice an increase in shoppers looking for healthier and functional drinks in January as many kick-start New Year exercise regimes and lifestyle changes. Our new campaign means shoppers will be looking for Lucozade Sport Fitwater in the chiller before or after exercise, so stock up to make sure it’s available to your shoppers today!”
Fitwater is the third biggest penetration contributor for the Lucozade Sport brand behind the core flavours Orange and Raspberry. Its unique purified spring water contains four key electrolytes including magnesium that contributes to electrolyte balance and a reduction of fatigue, as well as calcium which helps normal muscle function, claimed the brand.