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product news: Lucozade Energy delivers sampling activity

John Wood ·

Lucozade Energy is delivering what it describes as its biggest ever sampling activity across the UK this year as part of its wide-reaching Energy Beats Everything campaign.

Lucozade Energy is handing out vouchers as part of the sampling campaign, giving consumers 50p coupons to be redeemed on any Lucozade Energy or Lucozade Zero SKU.

The vouchers are an addition to seven million ice cold, orange 150ml cans being circulated during the campaign.

Sampling will be activated nationwide, in high footfall cities and the surrounding areas throughout England, Scotland and Wales. The brand’s £28m campaign will also include nationwide TV, outdoor and digital activity, alongside an in-store campaign to drive purchase.

Bridget Hirst, brand manager at Lucozade Ribena Suntory, commented: “In the past, our extensive sampling campaigns have proven to drive a 9% sales uplift on Lucozade Energy SKUs in nearby stores, so retailers should increase the brand’s visibility on shelf to make the most of this opportunity.

“With Lucozade Energy already driving over £2,000 worth of sales per store each year, retailers should ensure their chillers are fully stocked to catch the attention of shoppers during this promotion.”

The campaign is timed to help retailers capitalise on the 13% uplift in soft drink sales which the average store experiences from May to September.

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