Lucozade Sport Kicks Off Latest Ad Campaign

Lucozade Sport has launched its latest advertising campaign, “Fuel to Rule”, with the help of Liverpool and England midfielder, Steven Gerrard, who returns as brand ambassador for the new £10 million drive.

The brand, which experienced growth of 6.6% in 2013, will launch its first campaign since it was sold by GSK to Japanese soft drinks giant Suntory last September in April. 

David Stratton, brand development director for Lucozade said of the campaign: ‘We have achieved excellent growth results for Lucozade Sport over the last year and with the new ‘Fuel to Rule’ campaign we are aiming to accelerate this growth even further. This is the biggest campaign we will mount this year for Lucozade Sport and we have an extensive programme of activity planned to support Fuel to Rule.’

‘As the nation’s favourite sports drink, we are absolutely part of British sport at all levels and as such wanted to represent this spread in the campaign. With the TV spot we aim to inspire consumers who participate in a range of sports and exercise activity to perform to the best of their ability through the power of fuel, hydration and determination. The ad will end on the product benefit: ‘Enhances Hydration, Fuels Performance.’

The new strapline replaces “Enhances Hydration, Fuels Performance” with Lucozade Sport’s previous “Hydrates and Fuels you better than Water”.

Kicking off in Ireland from 1st March and the UK from mid-April, the television advert shows Gerrard, along with other brand ambassadors and grassroots sportspeople, training and exercising – demonstrating the success that can be achieved by remaining fuelled and hydrated. 

Stratton continues: ‘The ‘Fule to Rule’ campaign has been tested qualitatively with consumers and the response was extremely positive. The key sentiment behind the campaign – determination and hard work alongside proper fuel and hydration – was widely recognised as paramount to success, whatever the sport or level.’ 

‘Over the years we have built a strong group of ambassadors for Lucozade Sport and we look forward to welcoming Steven Gerrard back into the fold after a four year break. No one represents determination quite like him, so he was a perfect fit for the campaign – particularly with the fuel and hydration challenges that the Brazilian heat will throw at Gerrard and the team.’

Having starred in several campaigns from Lucozade Sport in the past, Gerrard will be joined by current brand ambassadors Gareth Bale, Alex Oxalade-Chamberlain, Leigh Halfpenny, Chris Robshaw and Katie Taylor.

The campaign will also include digital, in-store and experiential activation in the build up to the FIFA World Cup. With the focus on sport for many this year, the “Fuel to Rule” campaign, along with the recently launched Lucozade Sport Brazilian Guava flavour.

The sports and energy category is driving substantial growth across the total soft drinks market and the latest data shows that the sectors are growing at +3.7% and +7.3% year on year (YoY) respectively.