Lucozade Sport’s new on-pack promotion is offering shoppers a chance to train with world heavyweight champion Anthony Joshua.
The promotion will offer one winner and two guests the chance to meet the sporting legend and participate in a training session in the ring. There are also 20 runner-up prizes of a pair of boxing gloves, signed by Joshua.
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The promotion will appear on more than five million 500ml bottles of Lucozade Sport Orange, Raspberry and Fruit Punch. Consumers must purchase a promotional bottle submit the code on the Lucozade Sport website.
Promotional bottles be available between November and January, timed to be in-store to coincide with Joshua’s next heavyweight title fight, currently scheduled for December.
The brand’s head of marketing Tom Bell said: “In the past year, Lucozade Sport Fruit Punch – featuring Joshua on pack – has driven sales of almost £8m, making it an important pillar of the £112m brand.
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“The insight behind on-pack prize offers show consumers who perceive they have a good chance of winning are more likely to enter, hence the additional 20 pairs of signed gloves- driving entries and purchase”.
The supplier added that in the first year, Fruit Punch contributed to 53% of incremental sales to the sports and energy category.
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On-pack special features and promotions across Lucozade Sport have also proved equally popular. Last year’s partnership with the England Lionesses women’s football team and their feature on the Sport bottles helped drive increased in-store visibility for the brand and resulted in a sales uplift of 37%.
The brand will be supporting the new on-pack promotion through an outdoor and social media campaign, with PoS available for retailers.
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