Lucozade Sport, the UK’s leading sports drink, has unveiled a new on-pack competition that will drive additional sales for retailers this summer. Available on all major SKUs from April 23, the eye-catching limited-edition packs offer consumers the chance to win 20,000 prizes from Fitbits to holidays for two.
The on-pack activity will be supported by a £5 million ‘Made to Move’ campaign to inspire consumers to be more active over the summer. Fronted by Lucozade Sport brand ambassadors Anthony Joshua and Harry Kane, a combination of TV, proximity, digital and social activity will show the nation that no-one ever moved forwards standing still.
The campaign will culminate at point of purchase with bespoke ‘Made to Move’ POS, developed to maximise the opportunity in-store and encourage purchase of the special packs.
“With the biggest event in the football calendar just around the corner, our new limited-edition packs will allow retailers to capitalise on the increased interest in sports drinks this summer,” noted Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory.
“We know Lucozade Sport sales spike by up to 12 percent during sporting tournaments, so this presents a huge opportunity for our customers. We’ve got 20,000 prizes up for grabs – that’s 100 per day – so we know shoppers are going to be incentivised to pick up even more Lucozade Sport this summer season!”
Grogut asked retailers to stock up on the full Lucozade Sport range in its various formats to cater for different shopper occasions in order to make the best return on this opportunity.
“SKUs should be brand-blocked with a minimum of two facings per flavour, and more for a best-seller like Lucozade Sport Orange. Finally, Lucozade Sport Low Cal is the perfect way to tempt low-sugar shoppers to spend more within the category, too.”
The on-pack competition will run on all major SKUs from the until October, with the latest phase of Lucozade Sport’s ‘Made to Move’ ATL campaign kicking off on the June 4. Consumers can enter via the app for the chance to win prizes.