Lucozade Revive, the naturally flavoured and lightly sparkling fruity Lucozade sub-brand, has a new marketing campaign, launching this month.
The sub-brand is aimed at the 59 per cent of UK shoppers who don’t currently buy into the energy drinks category, yet are looking for a naturally-inspired lift during their day. Lucozade Revive’s advertising campaign will reach shoppers across social media, digital and out-of-home advertising including roadside.
The campaign is part of a £1.7M Q1 media spend for the brand during 2021. It will reach at least 80 per cent of all UK adults a minimum of 11 times and aims to educate shoppers on the drink and raise awareness around it.
Lucozade Revive, which was launched last year, is designed to combat some of the barriers perceived when it comes to buying into the energy drinks category, including perceptions of it being unhealthy or artificial. Revive has natural fruit flavours, real fruit juice, no artificial colours, and contains vitamins B3, B5, B6 & B12 to help reduce tiredness. It is sweetened with a balance of Stevia and sugar (4.3g sugar per 100ml) to give it a great taste.
“Lucozade Revive has enjoyed a great first year and built up a loyal following," said Zoe Trimble, Head of Lucozade at Suntory Beverage & Food GB&I, "This new campaign will further raise awareness of the brand and tap into the shift we’re continuing to see with shoppers looking more and more for a naturally inspired ‘everyday’ lift.
Trimble recommends that retailers ensure they have Lucozade Revive in their chillers to make the most of the massive investment behind the brand: “We know that 75 per cent of society is concerned about tiredness. Lucozade Revive is the ideal solution for these shoppers,” she explained.
The first burst of the new Lucozade Revive marketing campaign will run until March, and a sales uplift across all Lucozade drinks when one sub-brand is supported by advertising is expected, so Trimble stresses that it is important to stock up on the full range.
Lucozade Revive is designed to sit within the Energy category in the chiller but away from Everyday Energy and Stimulation, alongside "Better For You" energy drinks - such as iced tea, iced coffee and Emerging Energy drinks.
