Lucozade is implementing a range of plans to help retailers make the most of the Rugby World Cup this autumn, using its role as a supporter of the England, Wales, Scotland and Ireland rugby teams.

As part of a £9m spend for the brand this year, the fully-integrated activity will include a new TV advert, digital content, PR, national sampling, in-store activation and an on-pack promotion, which will run to 31st October to ensure awareness levels remain high throughout the period.

The on-pack promotion for Lucozade Sport will offer the chance for official England, Scotland, Ireland and Wales rugby shirts to be won every 80 minutes.

To create a big impact in-store, Lucozade Sport will also offer tailored rugby themed POS by nation, to enable retailers to drive incremental sales over the six week tournament featuring Lucozade Sport brand ambassadors Chis Robshaw, Conor Murray, Leigh Halfpenny and Stuart Hogg.

Vicky Morgan, marketing manager for Lucozade Sport, commented: “With rugby expected to be truly in the spotlight this autumn, it presents a huge opportunity for retailers to attract new shoppers to the category.

“The summer of football last year had a significant impact on the sales of sports drinks, with penetration up 26.6%, with Lucozade Sport attracting 54% incremental shoppers to the sector. To replicate the success this year, we’ll be working collaboratively with our retail partners to help them develop impactful in-store theatre with our suite of rugby themed POS and a relevant on-pack promotion.

“We know that retailers that get behind international sporting events with themed displays in-store experience significant growth and outperformance, and one third of retailers have said they will be creating themed rugby displays in their store over the coming months. Retailers who have activated using Lucozade Sport point of sale around major sporting events in the past have experienced as much as +26.3% value sales growth of sports drinks. Over the same period, they have seen as much as a +36.9% uplift in Lucozade Sport specifically, attracting new shoppers to the brand and a quarter going on to repeat purchase.”

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