Lucozade Sport launches ‘The Kit Out Project’
Monday June 30, 2014 at 10:46am
Lucozade is launching a brand new on-pack offer across the full Lucozade Sport range. ‘The Kit Out Project’ will see shoppers collecting codes and redeeming these in return for free sports kit and equipment. Forming part of the brand’s wider £10m ‘Fuel to Rule campaign, the promoiton rolls out from August, and has been timed to capture an already engaged audience of amateur sportspeople following the World Cup and Wimbledon. Running for nine months, both sports teams and individuals have the chance to be kitted out in branded Lucozade Sport gear. Following extensive insight which shows that many sports clubs around the country do not have the funding for kit, the brand will be giving grassroots athletes the opportunity to win the equipment they need to ensure they remain active and perform at their best. Vicky Morgan, marketing manager for Lucozade Sport, says: “We have seen a great year so far with Lucozade Sport back in growth, the launch of our new Brazilian Guava variant and the introduction of our ‘Fuel to Rule’ campaign, which saw the return of Steven Gerrard as brand ambassador and the recent opening of our Conditions Zone. We want to ensure that Lucozade Sport remains centre stage following an intense summer of sport and are confident that ‘The Kit Out Project’ will be a hit with retailers and shoppers alike.” Shoppers will be able to collect codes for ‘The Kit Out Project’ from the full Lucozade Sport and Lucozade Sport Lite ranges and can register online in order to redeem kit. Whilst the primary focus will be football and rugby teams, for whom fully customisable match day and training kit will be available, there is also an offering for teams of other sports and individual sportspeople. Entrants must be aged 18+ to register a team and redeem kit, but anyone over the age of 12 can join a team and donate codes. Consumers register themselves or their team on the Lucozade Sport website, and then players and supporters can then ‘join a team’ and donate codes. Codes can be found printed on all Lucozade Sport and Sport Lite bottles, under the sleeve. The brand’s emotive £10m ‘Fuel to Rule’ campaign was launched earlier this year – with the announcement of the return of Steven Gerrard as brand ambassador – to support the growth of Lucozade Sport. Having starred in and launched several innovative campaigns from Lucozade Sport in the past, Gerrard is joined by current brand ambassadors and iconic sports stars Gareth Bale, Alex Oxalade-Chamberlain, Leigh Halfpenny, Chris Robshaw and Katie Taylor within the new TV ad. The brand also gave shoppers the chance to win a pair of football boots designed by Steven Gerrard and launched the Lucozade Sport Conditions Zone as part of this ongoing campaign. The Conditions Zone offers an opportunity for amateur players to play football in the same heat and humidity that their footballing heroes will face this summer in Brazil.