Lucozade brings back Steven Gerrard as brand ambassador for £10m fuel to rule campaign

By Ishbel Macleod | PR and social media consultant

February 28, 2014 | 2 min read

Lucozade Sport is set to launch a £10m campaign, starring Steven Gerrard, promoting the drink as ‘fuel to rule’.

The campaign, which comes on the back of the same spend to promote Lucozade Energy, will see Liverpool and England midfielder Gerrard training and exercising – demonstrating the success that can be achieved by remaining fuelled and hydrated.

Gerrard will be joined by current brand ambassadors and iconic sports heroes Gareth Bale, Alex Oxalade-Chamberlain, Leigh Halfpenny, Chris Robshaw and Katie Taylor.

David Stratton, brand development director for Lucozade says: “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.’”

Digital, in-store and experiential activation for the brand will also take place in the run up to the Fifa World Cup.

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