Lucozade Sport is Offering the Chance to Train with Anthony Joshua
Michael Hemsworth — October 23, 2020 — Marketing
References: lucozadesport & conveniencestore
Lucozade Sport has announced it will be offering consumers the chance to train with professional boxed Anthony Joshua as part of a new on-pack promotion. The promotion will be ran across more than five million 500ml bottles of the brand's orange, raspberry and fruit punch refreshments, and only requires consumers to enter a code online for a chance to win. The promo will be running between November and January in order to tie in with Joshua's upcoming heavyweight title fight that will take place in December.
Head of Marketing Tom Bell spoke on the promotion saying, "The partnership between Anthony Joshua and Lucozade Sport has proved irresistible to shoppers over the past couple of years. 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 Lucozade Sport brand [EXT IRI MarketPlace GB, latest 52-week data ending 23.08.20]. The insight behind on-pack prize offers shows 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."
Head of Marketing Tom Bell spoke on the promotion saying, "The partnership between Anthony Joshua and Lucozade Sport has proved irresistible to shoppers over the past couple of years. 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 Lucozade Sport brand [EXT IRI MarketPlace GB, latest 52-week data ending 23.08.20]. The insight behind on-pack prize offers shows 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."
Trend Themes
1. On-pack Promotions - Brands can increase sales and consumer engagement by providing on-pack promotions that offer chances to win unique experiences or signed merchandise.
2. Sports Partnerships - Partnering with professional athletes or sports teams can create brand value and drive sales through special promotions, packaging, and advertising campaigns.
3. Gamification Marketing - Incorporating interactive and gamified elements into promotional campaigns can increase consumer engagement, encourage purchase, and promote brand loyalty.
Industry Implications
1. Sports Nutrition - Sports nutrition brands can increase product sales and consumer interest by partnering with professional athletes, offering unique experiences or personalized training programs as promotional incentives.
2. Beverage - Beverage companies can increase sales and brand engagement by partnering with professional athletes and offering opportunities to win unique, sports-related experiences through on-pack promotions.
3. Marketing and Advertising - Marketing and advertising agencies can use insights on consumer behavior to create engaging promotional campaigns that incorporate gamification and on-pack promotions to drive sales and customer loyalty.
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