The Lucozade Revive Drink Targets a Different Kind of Consumer
Michael Hemsworth — February 22, 2020 — Marketing
Energy drinks are often targeted towards younger consumers looking to stay alert throughout the day, so the Lucozade Revive sub-brand has been created to help expand offerings for additional shoppers. The drinks are characterized by their better-for-you profile that is achieved using a series of B vitamins as well as fruit flavors to uplift energy in an alternative way. The drinks come in two flavor options including Lemon & Lime and Orange & Passionfruit which are both chromatically branded to catch eyes on store shelves.
Head of Marketing at Lucozade Zoe Trimble explained the drinks further saying that, "Lucozade Revive reflects the switch we are seeing as shoppers are looking more and more for an ‘everyday’ lift that carries credible wellness credentials. We know some shoppers don’t buy into the broader energy category for different reasons – some are put off by the taste of some brands, others are worried about health, and some simply don’t like the brand positioning of some drinks. Lucozade Revive is designed to combat those barriers and help bring in new or lapsed energy shoppers.”
Head of Marketing at Lucozade Zoe Trimble explained the drinks further saying that, "Lucozade Revive reflects the switch we are seeing as shoppers are looking more and more for an ‘everyday’ lift that carries credible wellness credentials. We know some shoppers don’t buy into the broader energy category for different reasons – some are put off by the taste of some brands, others are worried about health, and some simply don’t like the brand positioning of some drinks. Lucozade Revive is designed to combat those barriers and help bring in new or lapsed energy shoppers.”
Trend Themes
1. Better-for-you Energy Drinks - Opportunity for brands to offer energy drinks with a healthier profile, incorporating vitamins and fruit flavors.
2. Alternative Energy Boosts - Market potential for energy drinks that provide uplift in energy through alternative ingredients and flavors.
3. Catering to Diverse Consumer Needs - Demand for energy drinks that address specific consumer concerns and preferences, such as taste, health, and brand positioning.
Industry Implications
1. Beverage Manufacturing - Manufacturers can explore the development of better-for-you energy drinks to tap into the growing market demand for healthier beverage options.
2. Health and Wellness - Health and wellness industries can collaborate with energy drink brands to create innovative products that provide alternative methods of energy boosts while addressing consumer concerns.
3. Retail - Retailers have the opportunity to offer a variety of energy drink options that cater to diverse consumer needs, attracting new or lapsed energy shoppers.
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