Lucozade Sport Fitwater has kicked-off a new campaign featuring world heavyweight boxing champion and Lucozade Sport brand ambassador, Anthony Joshua.
The new £3.5m campaign incorporates a range of outdoor ads, supported by digital and in-store activity.
Since launching last August, Lucozade Sport Fitwater has become the second largest functional water brand in the market. It is produced by purifying spring water then adding four key electrolytes specifically designed to help replenish what is lost in sweat.
Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory, said: “We know the huge potential opportunity for retailers to grow their sales in this segment, with water accounting for 14% share of total value sales of Great Britain’s soft drinks.
“With the campaign’s striking outdoor advertising reaching 86% of adult shoppers at least 16 times, retailers should absolutely stock up on Lucozade Sport Fitwater now to ensure their chillers are ready for the additional sales opportunities it will present.”