Charlotte Flook, senior brand manager for Lucozade Energy, spoke to Asian Trader about Lucozade's latest plans to help shoppers and retailers 'find their flow.'
Can you give us a history of the brand?
Lucozade Energy’s story began in 1927, when ‘Glucozade’ was created by a chemist to give people extra energy when recovering from sickness. Since inception, Lucozade has continued to evolve and we’re always looking for new ways to respond to the changing needs of our consumers. In 2015, we repositioned Lucozade as an everyday energy ally that helps the nation ‘Find their Flow’. Our new positioning heroes the role of Lucozade in everyday occasions, whether that’s during the working day or perhaps on a busy commute, this approach has enabled more people to include Lucozade in their daily lives.
How do you plan to update the range this year?
We know low-calorie drinks are increasing in popularity, so last year we launched Lucozade Zero in two flavours, Orange and Pink Lemonade. The great-tasting flavours exceeded everyone’s expectations, having generated more than £22m RSV. It’s a real career highlight for me to be the project lead responsible for the biggest soft drinks launch in 2016. Since launch, we’ve been inundated with requests for the category beacon Lucozade Energy Original to be added to the range – so in March, we’re launching Lucozade Zero Original in a 380ml PMP pack as well as 500ml and one litre bottles. More than half of consumers surveyed said they would purchase the product – so we’re confident it will be a huge hit and drive sales for retailers.
What marketing plans do you have for the brand this year?
We’re incredibly excited for the next stage of our ‘Find your Flow’ campaign, where we will be investing over £20m behind the brand – our biggest ever spend. We will reach over 90% of our target audience with our ambition to get them to pick up a Lucozade (we will be sampling over five million of them) and find their flow, all of which is designed to drive sales.
How do you plan to support and grow your trade for independent retailers this year?
Supporting independent retailers is hugely important to us, which is why we’re extending Lucozade Zero’s best-selling range with the launch of Lucozade Zero Original. This launch allows independent retailers to tap into the significant trend for low and no calorie drinks, which continue to grow ahead of the soft drinks category.
How can retailers maximise sales from your brand?
When Lucozade products are stocked, and given the correct visibility, they do sell extremely well. To maximise sales, retailers should always ensure they’re stocking the best-sellers consumers expect to see on shelves. It’s also important for retailers to stock NPDs as this helps create excitement and encourages new consumers into the category.
What are your targets for the brand over the next five years?
Lucozade Energy is a vital part of the Lucozade Ribena Suntory portfolio. We have big plans to invest in the brand over the next five years and we will work closely with our retail partners to drive sales of the UK’s biggest energy drink brand. We will continue to bring new consumers to the category through our 250ml can format, for those who prefer to drink from a can, as well as responding to consumer demand for healthier drinks. We’re proud of what we’ve achieve to date with our no added sugar range, Lucozade Zero, so we know we’re in an excellent place to deliver growth to the soft drinks category well beyond just the next five years.