Lucozade Sport unveils new on-pack promotion

Lucozade Sport has launched a new on-pack promotion offering shoppers once-in-a-lifetime chance to train with world heavyweight boxing champion Anthony Joshua.

Appearing on more than five million 500ml bottles of Orange, Raspberry and Fruit Punch variants, the promotion will give one lucky winner and two guests the chance to meet the sporting hero himself and enjoy a training session in the ring.

In addition, 20 others will receive a pair of boxing gloves, signed by Anthony Joshua.

Shoppers only need to submit a code on the promotional bottles at the Lucozade Sport website to be in chance of winning.

Promotional bottles will be available between November and January, timed to be in-store to coincide with Joshua’s next heavyweight title fight, currently scheduled for December.

“The partnership between Anthony Joshua and Lucozade Sport has proved irresistible to shoppersover the past couple of years,” said Tom Bell, head of marketing for Lucozade Sport.

“In the past year, Lucozade Sport Fruit Punch - featuring Joshua on pack - has driven sales of almost £8 million - making it an important pillar of the £112 million Lucozade Sport brand.”

Bell added that on-pack special features and promotions across the brand have been popular, with last year’s partnership with the England Lionesses women’s football team and their feature on the Sport bottles resulting in a sales uplift of 37 per cent.

“The insight behind on-pack prize offers show consumers who perceive they have a good chance of winning are more likely to enter, hence the additional 20 pairs of signed gloves- driving entries and purchase,” he said.

Lucozade Sport is supporting the promotion through a digital out of home, social media and PR campaign, alongside POS material for retailers.