Lucozade Sport has announced a marketing campaign for its new Cherry Kick variant, teaming up with England footballer Raheem Sterling.
Kicking off this month, the activity will span three months, featuring in the run-up to Christmas.
Cherry Kick joined the Sport range in April and features a striking image of Raheem Sterling to drive stand-out on shelf.
Lucozade Sport will be supporting both Cherry Kick and Anthony Joshua Fruit Punch through an out of home, PR, partnerships and paid social media marketing plan.
Sterling will lead Lucozade Sport ambassadors including two-time heavyweight champion Anthony Joshua, England captain Steph Houghton, GB Paratriathlete Josh Landmann and England netball player Serena Guthrie.
They will undertake the Cherry Kick challenge, a twist on the popular social media bottle challenges, building excitement for the brand and driving sales in store.
Consumers will be asked to create their own Instagram Reels video, using a bottle of Lucozade Sport to show off their football &/or sporting skills as part of the challenge. By sharing their creations with the #CherryKickChallenge and tagging @LucozadeSportUK they will be in with a chance to win prizes.
Tom Bell, head of marketing for Lucozade Sport, said: “Lucozade Sport Cherry Kick is an incredibly exciting launch for the brand and we’re confident it will add growth to the Sport range. We know that each flavour in our range has a unique shopper profile with only a small amount of crossover, so we’re confident that Cherry Kick is already bringing in incremental sales for retailers.
“This new campaign is set to highlight the importance of staying hydrated while exercising all year round – and who better to help us do that than our impressive squad of sports personalities? Signing one of England’s most recognisable footballers in Raheem Sterling to the Lucozade Sport squad is huge for the brand and will drive real stand-out for Lucozade Sport Cherry Kick on shelf.
“We know from the tremendous success of Lucozade Sport Fruit Punch, which we launched last year with Anthony Joshua, that having iconic sportspeople on pack really puts the brand front of mind with shoppers.”
Lucozade Sport Fruit Punch, featuring Anthony Joshua, has driven sales of almost £8.7 million since its launch in March last year. Additionally, Lucozade Sport’s on-pack partnership with the England Lionesses women’s football team helped to drive increased visibility for the brand and resulted in a sales uplift of 37 per cent.
