Lucozade Sport runs rugby shirt on-pack prize draw
Thursday July 30, 2015 at 7:03am
Lucozade, the UK’s biggest sports and energy brand, is running an on-pack promotion for Lucozade Sport offering the chance to win official England, Scotland, Ireland and Wales rugby shirts as the UK gears up for the Rugby World Cup in September. As a supporter of the England, Wales, Scotland and Ireland rugby teams, Lucozade Sport is launching a £9 million integrated campaign which includes a new TV advert, digital content, PR, national sampling, in-store activation and the on-pack promotion, which will run from August 3rd to October 31st to ensure awareness levels remain high throughout the period. Lucozade is not an official RWC partner, so it is being careful to avoid explicit mentions of the tournament, which kicks off at Twickenham at the end of September. However, the drinks brand says its latest campaign is designed to put a smile on viewers’ faces and get them talking about it amongst friends, whilst highlighting Lucozade Sport as a supporter of the England, Scotland, Ireland and Welsh rugby teams. The on-pack promotion for Lucozade Sport will offer the chance for official England, Scotland, Ireland and Wales rugby shirts to be won every 80 minutes, offering shoppers a strong incentive for purchase. To create a big impact in-store, Lucozade Sport will also offer tailored rugby themed POS by nation, featuring rugby heroes and Lucozade Sport brand ambassadors Chis Robshaw, Conor Murray, Leigh Halfpenny and Stuart Hogg, to enable retailers to drive incremental sales over the six week tournament. Vicky Morgan, Marketing Manager for Lucozade Sport, comments: “With rugby expected to be truly in the spotlight this autumn, it presents a huge opportunity for retailers to attract new shoppers to the category. The summer of football last year had a significant impact on the sales of sports drinks, with penetration up 26.6%, with Lucozade Sport attracting 54% incremental shoppers to the sector. To replicate the success this year, we’ll be working collaboratively with our retail partners to help them develop impactful in-store theatre with our suite of rugby themed POS and a relevant on-pack promotion.” The rugby activation follows the successful introduction of the new exotic Mango & Passion Fruit flavour, which is the biggest sports drink NPD in 2015 with 4.5% share of sector and generating £1.8m in its first three months.