Lucozade Ribena Suntory’s (LRS) new £10m campaign for Lucozade Energy, ‘Spark something’, aims to recruit more consumers to the brand.

The campaign will span TV, outdoor, social and digital advertising, as well as in-store activation through PoS materials, including barkers and shelf wobblers.

Amie Farrell, the company’s senior brand manager for Lucozade Energy, said: “The campaign enhances the positive aspects of the Lucozade Energy brand and emphasises our belief that the best things in life come from positive actions and a positive outlook. In doing so, we hope to communicate our relevance and appeal to more and more people.”

The energy sector is currently growing at 10% and within this, Lucozade Energy is currently growing by 8%, with the flavours range driving particularly strong growth.