Lucozade is preparing to turn the market blue with the launch of three new drinks later this month.
Lucozade Sport Blue Force, Lucozade Energy Blue Burst and Lucozade Alert Blue Rush will all join the existing Lucozade range from the end of February.
Marking a huge change in Lucozade’s marketing strategy, the launch of Blucozade is the first time that all three Lucozade sub-brands will appear side by side in a single launch, with new drinks across function, flavour and format.
It will be supported by in-store POS across wholesale and convenience, as well as a shopper-facing campaign that runs through to April.
The three variants all have a different flavour, which their names do little to reveal, leaving it up to shoppers to figure out what they’re drinking.
Brand owner Suntory Beverage & Food GB&I suggested that retailers brand block Blucozade, strategically showcasing the NPD to create “an unmissable eye-catching display” for shoppers.
Elise Seibold, Marketing Director at Suntory Beverage & Food GB&I, commented: “Uniting our Sport, Energy and Alert brands together for the first time ever is a huge step change in the way we market Lucozade, with even more to come this year.
“With its three different flavour profiles, we know Blucozade will appeal to different shoppers and have a big contribution to the continued success of the Lucozade brand.”
Blucozade will be available in the following formats:
- Lucozade Alert Blue Rush: both standard 500ml and £1 PMP 500ml cans;
- Lucozade Energy Blue Burst: both 500ml and 900ml bottles, in price-marked and plain packs;
- Lucozade Sport Blue Force will also be available in 500ml bottles, in price-marked and plain packs, as well as in four-bottle plain multipacks.