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Lucozade invests £10 million in the future of sport and music with the 'YES' campaign

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Lucozade has always been a brand very much in sync with a younger demographic, but in 2014, a new marketing campaign will strive to give the brand an image even more befitting of its stature amongst the nations youth.

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Running from February through to the end of August, the 'YES Moment' campaign aims to target and highlight “those specific moments”, transcendent moments where the rigours of everyday existence cease to matter and all that does matter is right there and then. It will distill these moments into the form of 'YES Project' on-pack offers, which will allow consumers to win their very own 'YES Moments'. The scheme (running from this week onwards) will offer promotional codes on each bottle of Lucozade and Lucozade Sport that can be claimed online every hour for one of over 550 potential prizes. These prizes will include everything from a variety of 'YES' branded goodies to UK festival tickets, deluxe European city breaks and even a 'spring break' holiday in the legendary city of Cancun, Mexico!

The £10 million campaign, which will encompass everything from TV and cinema advertisements to billboards and posters has been specifically engineered to target and re-connect with the lucrative 16-24 demographic by using positive public figures they can look-up to and identify with as a sounding board for the campaign's motif - “The moment when energy flows”. The 'YES' campaign has been a yearly commitment from Lucozade that first began in 2011, when Lucozade owners GlaxoSmithKline looked to the worlds of music and sport for encouragement, filming advertisements geared towards the 'YouTube generation' that inspired interest in the creative and athletic arts as well as the brand itself. The campaign resulted in a 10% growth in the brand and significantly greater market penetration.

According to Lucozade Energy marketing manager Lesley Stonier, the campaign will “Reward loyal customers”, whilst also “Appealing to a new audience for the market”. She also added that both herself and the company were “Committed to maintaining the excitement of the brand”, an excitement reflected in their plans to reach out to the music festival community. In fact, Lucozade has already been confirmed as the official sponsor for the 'Snowbombing Road Trip' festival in April this year.

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The promotion has launched this week and to be in with a chance of winning their own 'YES' Moments, consumers will need to input their on-pack codes (found only on promotional packs) to the official Lucozade site.

Benjamin Hiorns is a freelance copywriter who can't make it more than 30 minutes at the gym without a bottle of Lucozade Sport.

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