Lucozade Sport has teamed up with boxing champion Anthony Joshua, to launch a new limited-edition Fruit Punch flavour to its range.
The Apple & Raspberry flavoured drink comes in 500ml bottles in standard singles, price-marked packs and as a four-pack.
The launch will be supported by a £5m campaign across social, digital and outdoor advertising until May, in the lead up to Joshua’s first fight in the US. It will focus on a new tagline, ‘Made to move’.
The Lucozade Sport packaging features a gold cap, reflecting Joshua’s Olympic, Commonwealth and British championships.
Last year was the biggest year ever for Lucozade Sport, delivering total sales of £131.2m. It also grew by 13.7%. Additionally, Lucozade Sport Orange and Raspberry grew by 8.6% and 26% respectively.
Liam Angel, senior brand Manager for Lucozade Sport at Lucozade Ribena Sunotry, said: “Tapping into relevant sporting moments is key to growth. During the World Cup last year, Lucozade Sport grew by over 32.1%, and this partnership is going to drive further sales for retailers”.
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