Lucozade Energy massive Yes on-pack campaign as part of £10m marketing spend
Monday February 3, 2014 at 1:31pm
Lucozade Energy, the nation’s best-selling sports and energy drinks brand, is launching a massive ‘YES Moment’ on-pack campaign backed with a £10m marketing spend. Activity will include TV, cinema and out of home advertising from February to August 2014, with the strapline, ‘That moment when energy flows’ and the return of the ‘YES Project’ on-pack offer, first launched last May. The on-pack offer will feature across the core Lucozade Energy portfolio from today (Monday, 3rd February). This time, ‘The YES Project’ is using a new competition mechanic which gives consumers the chance to win prizes every hour from 10.00am to 8.00pm, every day from February 3rd 2014 to 31st March 2014. There are over 550 prizes up for grabs in the first promotional period alone, including two spring break adventures in Cancun, 10 European city breaks and various ‘YES’ goodies. To enter, consumers go to www.lucozadeenergy.com, register their details and enter the individual code from specially marked YES Project packs of Lucozade Energy. The promotion was put together by promotional agency Billington Cartmell. Lucozade Energy will also be encouraging consumers to share their #YESmoments via social media. Lesley Stonier, Lucozade Energy marketing manager, says: “Lucozade Energy is the biggest player in the category driving growth with its +7.3% YOY performance and, as a result, we want to reward our loyal consumers whilst appealing to a new audience for the market. We are committed to ensuring we maintain the excitement of the brand and will continue to offer strong, value-led promotions.” As an additional campaign feature, Lucozade Energy will be renewing its relationship with festivals including the official sponsorship of the Snowbombing Road Trip. In addition, as part of the on-pack offer, consumers will have the chance to win tickets to some of the biggest festivals in the UK. The Lucozade and Lucozade Energy brands, along with stable-mate Ribena, were sold by GlaxoSmithKline (GSK) to Japanese firm Suntory for £1.35bn last September. Suntory already owned the soft drinks company Orangina Schweppes. Lucozade is now owned by Lucozade Ribena Suntory Ltd.