The £2m Lucozade Energy campaign will span outdoor and digital advertising, social media and in-store activation, and will also feature the brand’s latest flavour addition, Watermelon & Strawberry Cooler.

Bridget Hirst, brand manager for Lucozade Energy at LRS, said: “The Lucozade Energy flavours range has already contributed a significant £54m worth of sales to the energy category, showing just how important it is for retailers to carry a diverse selection of flavours in their chillers. In fact, 30% of new shoppers first buy into the brand through our flavours range – so it’s crucial for attracting new shoppers to the category, too.”