Suntory Beverage & Food GB&I (SBF GB&I) will look to increase the visibility of Lucozade Sport this summer through a £2.5m ad campaign.

The supplier hopes that the ad spend, which will be across social, digital, television, and in-store marketing, will reach 75% of all adults – approximately 36 million people.

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It has also launched Lucozade Sport Cherry Kick (pictured), available in 500ml standard and £1.19 PMP bottles, as well as a four-pack format, with Manchester City and England footballer Raheem Sterling featured on the packaging.

Limited-edition Lucozade Sport footballs are also available for consumers to win through a text-to-win competition across the full Lucozade Sport range.

SBF hopes that the summer of football will drive Lucozade sales. During the 2018 World Cup, Lucozade sales increased by 39%.

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“We know how challenging it’s been for many people who haven’t been able to get out and exercise as much as they normally would over the past year,” said Tom Bell, head of marketing for Lucozade Sport at SBF GB&I. “With restrictions continuing to ease over the summer months, the increase in sporting occasions represents a chance for retailers to drive more sales in categories like sports drinks.”

“We want to help everyone get active as we all gear up for a blockbuster year of sport with the upcoming European football tournament, major athletics events, Anthony Joshua vs. Tyson Fury, the London Marathon and more.”