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Product news: Lucozade Energy in mega sampling campaign

Tracy West ·

Lucozade Energy is this month launching a summer sampling campaign, which will take the taste of the Orange and Original varieties to consumers via four million samples.

Backed with a total £20m brand investment, Lucozade Energy is being offered at high footfall locations including commuter train stations and shopping centres as well as through the brand’s first partnership with Deliveroo. Brand owner Lucozade Ribena Suntory says this sampling drive will “break down traditional occasion boundaries, bringing energy to more consumers at everyday occasions - such as lunchtime and after work”.

In the partnership with Deliveroo, Orange and Original samples will be delivered with orders. Each has a unique ring pull code on the can and when redeemed on Lucozade’s website, gives the recipient a guaranteed £5 Deliveroo credit. Additionally, those who register also have the opportunity to win millions of prizes including 10x free Deliveroo for a year.

Jon Evans, marketing and business development director at Lucozade Ribena Suntory said: “This summer’s campaign is an incredibly bold and ambitious move for the brand – in fact, it’s our biggest-ever sampling campaign. Lucozade is one of the UK’s biggest FMCG brands and so it’s critical we continually look for ways to reach new consumers and we know sampling has proven to do just that.”

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