Starting in April, the £8.25m 'We're giving 10,000,000 Britons their edge back' campaign aims to create unprecedented demand through a range of activities.

These include a 'brand experience' roadshow at motorway service stations and workplaces across the UK, where consumers will be able to sample the drink's re-energising credentials. There will also be on-pack and in-store advertising, as well as cinema, outdoor, press, mobile and radio ads.

A new website will act as a campaign hub and will utilise user-generated content, showcasing moments when people have 'lost their edge'.

Consumers can submit their stories for the chance to win £10,000 and a starring role in a Lucozade Energy ad, as well as claim a free bottle of Lucozade Energy.

Jenny Hall, brand manager, says the bold campaign will "truly engage with our consumers in an impactful manner, as well as reinforcing our brand position as the UK's number one energy drink".

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