I saw this new product from Lucozade at a BP garage, which is positioned with a different slant versus the usual Lucozade = Energy route. Lucozade Revive is more about energising & wellbeing and with flavours such as Lemongrass with Ginger, Cranberry with Acai and Orange with Acai, the products lean towards a lifestyle that would include yoga, body balance, detoxing etc.
While keeping the same bottle shape as Luzocade original, the label design creates a distinct visual cue to separate this product as a lighter variant.
Here’s their advert www.youtube.com/watch?feature=player_embedded&v=07u69jzOiBU
Here’s the blurb...
Brighten your day with new Lucozade Revive. Every bottle contains a blend of B vitamins. B3 fights tiredness, while B5, B6 & B12 help with everyday energy release. And with just 50 calories in every naturally flavoured bottle, it's the lighter way to lift your day.
They have a curated blog called Witness My Revival which has a call to action Join the 3pm Revolution.........Fashion. Design. Art. We can't get enough of it. Check out our new blog dedicated to the culture we love and find out what's getting us excited.
I’m not wholly sure about the 3pm Revolution bit – there doesn’t seem to be anything about why 3pm is specified.
They’ve also partnered with Toni & Guy to offer a free sample when you drop in for your appointment.
The NPD launch is backed with a £2.8m campaign aimed at 25 -35 year olds under the Lucozade YES campaign – this is the fifth instalment of the YES campaign, which is building brand equity for the entire Lucozade portfolio and driving category growth. YES has seen massive success for the brand, bringing it to life and driving relevance for consumers.
Tags: NPD, Lucozade, Revive, Partner, Toni & Guy, YES
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