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Lucozade Sport kicks off campaign for Fitwater

John Wood ·

Lucozade Sport is kicking off 2019 with a new marketing campaign from its functional water brand, Lucozade Sport Fitwater.

The New Year activity incorporates social, AV OOH and influencer partnerships.

The new campaign launched across social media on the 7th of January and will last for at least eight weeks. The creative focuses around a More Than Water messaging, encouraging shoppers to purchase Lucozade Sport Fitwater to help replenish what they lose in sweat during exercise, due to the significant amounts of electrolytes.

It will also feature in relevant AV OOH locations, to drive brand awareness and encourage purchase among shoppers.

The brand has also unveiled additional influencer partnerships as part of the New Year campaign. Lucozade Sport Fitwater is partnering with actress and fitness influencer Gemma Atkinson and social media fitness star Vic Spence to bring the More Than Water campaign to even more of its target audience and drive sales in store.

Claire Keaveny, head of marketing at Lucozade Sport, commented: “Convenience retailers will certainly notice an increase in shoppers looking for healthier and functional drinks in January as many kick-start New Year exercise regimes and lifestyle changes. Our new campaign means shoppers will be looking for Lucozade Sport Fitwater in the chiller before or after exercise, so stock up to make sure it’s available to your shoppers today.”

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