Lucozade is matching digital outdoor ads with radio spots across the UK as part of the first major push for its Energy brand since it was acquired by Suntory in 2013.
Ads for the drink appear across Primesight’s new 48-sheet network in tandem with radio spots hosted on GTN stations such as Global, Bauer and Absolute Radio, allowing drivers nationwide to see and hear promotions while they’re traveling.
It will run during the latter half of June and aims to generate a sense of immediacy around Lucozade Energy’s ‘Find Your Flow’ messaging for ‘Everyday Strivers’ - a demographic the business devised from detailed TGI data.
The move is part of a wider multi-million bid to make the Lucozade Energy brand more relevant to everyday energy lulls. A core part of this will be in-store with the brand hiring GreyShopper London as its first shopper marketing agency to help it build stronger relationships with retailers.
Lesley Stonier, marketing manager for Lucozade Energy, said: “This is an exciting time for Lucozade Energy. With the brand out-performing the category and growing at 7.9 per cent value within grocery3, we are confident it will provide a profitable opportunity for retailers.
“Loyal brand fans have an inherent love for Lucozade Energy and this new campaign is set to retain existing shoppers whilst attracting new shoppers to the soft drinks fixture. As market leaders, we want to ensure that we continue to drive the category forward for our customers and the way to do this is to showcase to shoppers the role that Lucozade Energy can play in helping them to enjoy that unmistakable feeling of being on form, no matter what the day throws at you.
Lucozade debuted the new marketing strategy for its Energy brand earlier this month that also encompasses sponsorship of the latest Big Brother series alongside the introduction of the strapline ‘Find Your Flow’. The changes are the result of an extensive review of the brand in the wake of the acquisition of Lucozade, along with Ribena, by Japanese beverage business Suntory two years ago. Activity for the brand was dialled down in the period, while it channelled its efforts into Lucozade Sport in 2014 for the £10m launch of a new product claim.