More Than Water: Lucozade Sport Fitwater launches New Year campaignWritten by Anjali Dattani
Lucozade Sport is kicking off 2019 with a new marketing campaign from its functional water brand, Lucozade Sport Fitwater. The New Year activity incorporates social, AV OOH and influencer partnerships. With the majority of New Year’s resolutions featuring a health and wellbeing theme, January is an ideal time for the brand to be making a splash to drive additional sales for operators.
The new campaign will launch across social media on the 7th of January for at least 8 weeks. The creative will focus around a More Than Water messaging, encouraging consumers to purchase Lucozade Sport Fitwater to help replenish what they lose in sweat during exercise, due to the significant amounts of electrolytes. It will also feature in relevant AV OOH locations, to drive brand awareness and encourage purchase. With this campaign, they are able to reach 82% of their target audience at least five times.
The brand has also unveiled additional influencer partnerships as part of the New Year campaign. Lucozade Sport Fitwater is partnering with actress and fitness influencer Gemma Atkinson and social media fitness star Vic Spence to bring the More Than Water campaign to even more of its target audience and drive sales.
Claire Keaveny, Head of Marketing at Lucozade Sport comments, “Operators will certainly notice an increase in consumers looking for healthier and functional drinks in January as many kick-start New Year exercise regimes and lifestyle changes. Our new campaign means those consumers will be looking for Lucozade Sport Fitwater in the chiller before or after exercise, so stock up to make sure it’s available to your visitors today!”
Lucozade Sport Fitwater is now worth £4.3m since its launch in 2017, developed to help customers capitalise on the growing popularity of functional water with their consumers. Fitwater is the 3rd biggest penetration contributor for the Lucozade Sport brand behind the core flavours (Orange & Raspberry)3. Its unique purified spring water contains four key electrolytes including magnesium that contributes to electrolyte balance and a reduction of fatigue, as well as calcium which helps normal muscle function. This allows operators to target consumers before or after exercise.