Anthony Joshua Advertising Lucozade

Anthony Joshua gets unusually hands-on with Lucozade's £5m Fruit Punch marketing campaign


By John McCarthy, Opinion Editor

May 9, 2019 | 3 min read

Anthony Joshua, the world heavyweight boxing champion, has put his weight behind the launch of Fruit Punch, a pugilism-themed soft drink from Lucozade, by getting unusually hands-on with the marketing of the product.

Anthony Joshua

Anthony Joshua Lucozade Fruit Punch

The British boxing personality hit the streets of Watford, his hometown, to slap up ad boards, buy the drink in a local store, handle deliveries and create memorable marketing for Fruit Punch. His humble hometown efforts serve as the first jab of a substantial £5m advertising campaign from the drinks brand.

The apple and raspberry flavoured drink features a gold cap and Joshua's motto 'Stay Humble' - following a long-time collaboration Lucozade. The brand said it hopes to "drive sales to new heights" with the partnership, and claimed sales were up 32% during the World Cup 2018 in Russia due to its partnerships in the sport. It also hopes that the campaign helps draw out new Lucozade drinkers, citing the 2015 launch of Mango & Passion Fruit which was "worth £3.2m in wholesale" and introduced 700,000 shoppers to the brand.

Anthony Joshua

On the campaign from Grey London, Joshua said: “It’s not every day you launch a drink with your own face on it. This is an exciting venture for me so I couldn’t help but get stuck in and put up the billboards myself. Lucozade Sport aims to support everybody that is made to move and I hope my new flavour will inspire even more people to get active.”

Claire Keaveny, head of marketing at Lucozade Sport, added: "AJ has transformed British boxing and inspired the nation to fall back in love with the sport. Lucozade Sport has supported him on his journey from the very beginning, so we’re delighted to have collaborated with AJ on our newest flavour. We expect Fruit Punch to be a knockout hit as AJ continues to dominate the heavyweight division.”

Fruit Punch is the latest addition to the brand’s range of drinks including Fitwater that aim to get more people moving as part of Lucozade Sport’s 'Made To Move' mantra and is now available from retailers nationwide.

Joshua, already a William Hill, Lynx and Under Armour ambassador, has been touted to “propel boxing into a new commercial era”. The Brit is fast becoming one of the most marketable athletes boxing has ever seen.

Vote for the campaign in The Drum's Creative Works. There are multiple videos of Joshua surprising the people of Watford included below.

Lucozade: Anthony Joshua: Fruit Punch by Grey

By Lucozade

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Anthony Joshua Advertising Lucozade

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