Lucozade Energy is continuing its forecourt-specific activity with a new summer campaign.
Posters communicate the message: "Refuel Your Car Refuel Yourself. Never drive tired. Take a break."
Brand owner, GlaxoSmithKline (GSK), is using eye-catching moving ads as well as small fridges positioned at till points to stimulate impulse buying. Ads will also appear on toilet panels.
Marcus Saxton, trading controller for travel at GSK, says the aim of the ad campaign is to grab people’s attention when they stop to refuel.
"We are aiming to engage customers at the point of purchase - people want to get their petrol and get in and out of the forecourt. The challenge is to engage consumers at that point. How can we interrupt that journey?
"Making sure the drinks are chilled is essential for people on the move - sales increase 60% when the drinks are sold cold.
"It’s also key that retailers stock the right range of products, getting rid of slow-selling lines and giving more space to top sellers."
GSK has seen its sales rise 11% in the past 12 months in the impulse soft drinks category.
The campaign follows the successful ’Get Your Edge Back’ promotion, which ran earlier this year.
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