Lucozade Energy is investing £10m in marketing with a new campaign spanning TV, cinema and out-of-home advertising.
Running from February until August 2014, Lucozade Energy’s ‘YES Moment’ initiative is defined by the strapline – ‘The moment when energy flows’.
Seeking to drive category growth and sales opportunities the activity marks the return of the ‘YES Project’ on-pack offer (OPO), with retailers encouraged to stock up to give consumers the chance to clinch their very own ‘YES Moment’.
The refreshed OPO will run from this week, with a new competition mechanic offering consumers the chance to win prizes every hour as over 550 prizes are up for grabs in the first promotional period alone, including spring break in Cancun, European city breaks and various ‘YES’ goodies.
Lesley Stonier, Lucozade Energy marketing manager, said the campaign was a way for the brand to “reward our loyal consumers whilst appealing to a new audience for the market”. She added: “We are committed to ensuring we maintain the excitement of the brand and will continue to offer strong, value-led promotions alongside this activity to benefit retailers.”
An additional campaign feature sees Lucozade Energy renewing its relationship with festivals, including as the official sponsor of the Snowbombing Road Trip. The OPO will also offer consumers the chance to gain access to some of the UK’s biggest festivals.
To be in with a chance of winning consumers need to input an on-pack code featured on promotional packs to the Lucozade Energy site.