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January 12, 2012
2012 is the biggest year in the history of British Sport and Lucozade Sport, the UK’s No.1 sports drink , is accelerating its leadership of the category. Kicking off in January, the brand will launch its largest ever marketing investment of £15 million to help retailers capitalise on this massive commercial opportunity.
A new heavyweight campaign will run across TV, Outdoor, Press and Radio and features a host of high profile sports ambassadors including: three leading athletes aiming to compete in the London 2012 Olympic Games: Mo Farah, Phillips Idowu and Louis Smith as well as the brand’s latest new signing Manchester United’s and England’s Ashley Young. The campaign also sees the introduction of a new scientifically proven claim which will be appearing across all marketing in 2012: Faster. Stronger. For Longer.
In-store activity has been designed to deliver maximum standout and shopper engagement and includes a range of high impact point of sale material which for the first time ever features the Lucozade Sport ambassadors. This includes dump bins, wobblers, barkers and posters and will be available across the trade to help retailers maximise sales.
Simon Freedman, Brand Director, Lucozade Sport, said: “2012 will be the biggest year in the history of British Sport. There is a lot of evidence to show that when big sporting events are held, sports participation increases significantly. So this represents a huge sales opportunity for Lucozade Sport and the sports category as there will be many more purchasing & drinking occasions around sport & exercise. By running the biggest ever marketing campaign in the illustrious history of Lucozade Sport, we will be helping retailers unlock massive sales and grow the sports drink category as a whole. We would encourage retailers to take full advantage by stocking up on Lucozade Sport, which is around 3 times bigger than its nearest competitor , and ensure excellent displays in-store throughout the year.”
Also throughout 2012, the Lucozade Sport team will be activating great campaigns to support its unrivalled array of sports sponsorships. These include: The Premier League (since 1992), the England & Republic of Ireland football teams, Liverpool FC, Chelsea FC, Arsenal FC, 25 running events including Virgin London Marathon, UK Athletics, the McLaren F1 team, and other exciting sponsorships to be announced soon.
Furthermore in the next few months the Lucozade Sport team will also be launching further significant NPD which will generate huge excitement and sales during the biggest year in the history of British Sport. It will also be unveiling a contemporary new bottle design across the range which will have improved consumer appeal and enhanced impact on shelf – full details to be announced soon.