Suntory Beverage & Food GB&I (SBF GB&I) has launched a £10m multimedia campaign for Lucozade Energy, intended to reach 97% of the population by the end of the year.
The ‘It’s on’ campaign includes a brand-new creative advert for TV and video on demand, as well as social media, outdoor, online video, ecommerce and geo-targeted mobile advertising.
‘It’s on’ will promote the full Lucozade Energy range and will be “brought to life” across the other Lucozade sub-brands, supported by bespoke campaigns across Lucozade Zero and Lucozade Revive as part of a £3.5m investment in the brands during 2021.
Lucozade Energy’s transparent bottle sleeves that enable bottle-to-bottle recycling will be featured throughout the campaign, with the TV ad highlighting SBF GB&I’s efforts to operate more sustainably.
Zoe Trimble, head of Lucozade Energy at SBF GB&I, said: “’It’s on’ brings to life Lucozade’s positive energy and what it feels like to be at your best. The platform will give renewed direction, distinction and value to the brand.
“We know that when we advertise, consumers are prompted to pick up a bottle of their favourite drink, and so this huge £10m multimedia investment is perfectly timed to reach those shoppers.”
The campaign follows the brand’s Raspberry Ripple launch in February, as well as the introduction of the new 1.45l take-home bottle and 12x330ml can pack of Lucozade Energy.