Lucozade Zero has climbed into bed with ITV2’s hit series Love Island as its official soft drinks partner.
To promote the pairing, Lucozade Zero is launching a £4m multimedia campaign, going live on 1 July. The cross-channel activity includes a return to TV for the brand with a tongue-in-cheek advert, supported by bespoke social, digital, in-store and outdoor activity.
Last year, the collaboration with the BAFTA-winning reality TV show delivered significant results in store with sales of Lucozade Zero up by 27% and brand awareness increasing by 15%.
Lauren Maddocks, Brand Manager for Lucozade Zero at Lucozade Ribena Suntory, said: “Shoppers’ spending on zero-sugar drinks has increased by 33% in recent months, so by coupling this trend with our brilliant Love Island partnership, we’re confident Lucozade Zero will continue to drive sales for our customers this summer and beyond.
“Lucozade Zero is currently growing at 15% year-on-year – making it the perfect partner for retailers’ chillers.”
Love Island is ITV2’s reality dating show, in which narcissist twentysomethings stop looking in the mirror long enough to cop off with a contestant of the opposite sex in a bid to win £50,000. Unsurprisingly, the mix of beach-ready bodies, banal chat and bedroom shenanigans is a ratings smash; the 2018 series reached 20 million people across the UK.
Lucozade Zero is available in Pink Lemonade, Orange and Original flavours in 380ml (in both price-marked and plain packs), 500ml and 1-litre formats.