Lucozade summer price-marks push runs across more lines
Soft drinks firm Lucozade Ribena Suntory has spent the spring launching new products and developing new activity designed to support its range into summer and beyond.
Following the success of its price-marked pack range last year, which it says drove an uplift of up to 70% in unit rate of sales, Lucozade has reintroduced its 79p PMPs across a wider range of products for 2015.
The company says that new variants from Lucozade Energy, such as Reduced Sugar Cloudy Lemonade, delivered £18m in value in the sports and energy drinks category last year.
This year, the brand has launched Grafruitti to build on what it says is previous success with exotic twists.
A spokesperson said: “New variants from Lucozade Energy delivered £18m in value last year. Lucozade Energy Caribbean Crush has been a firm favourite with shoppers, achieving a staggering 161% value sales increase in the last year.”
And Lucozade Sport Mango & Passion Fruit has been added to the range for 2015 and is being supported by a £9m marketing campaign.
Ribena, said to be currently worth £163m is busy running its latest Turn up the Tropical activity.
Earlier this year it started summer early with a national consumer competition, called Win a #Tropicoliday.
The activity was designed to drive awareness of the Ribena tropical range, attracting new shoppers and reinforcing the brand’s position as the UK’s number one juice drinks brand, said the firm.
The Ribena tropical range, which is made up of three variants – Mango & Lime, Pineapple & Passion Fruit, and Orange & Guava – is being promoted in a £1.5m marketing campaign that includes print, digital and out-of-home advertising, as well as in-store and social media activity.
The spokesperson said: “The Ribena tropical range has seen huge success and is currently in 48% growth.
“With all of the Ribena ready-to-drink 500ml variants in growth and the average spend per buyer increasing, the portfolio of popular flavours continues to provide a powerful sales opportunity for retailers.”