Lucozade Sport to roll out 'biggest' campaign for World Cup

LONDON - Lucozade Sport is preparing its "biggest" marketing campaign to date to promote its affiliation with the England football team and sponsorship of the Fifa World Cup coverage on ITV.

Lucozade Sport: major campaign to promote FIFA World Cup
Lucozade Sport: major campaign to promote FIFA World Cup

The £15m marketing investment for the campaign, 'Fuelling England's Roar', includes an outdoor advertising campaign starting in May and featuring Liverpool captain Steven Gerrard.

Activity centres around an on-pack promotion created by Billington Cartmell, which also kicks off in May and offers consumers the chance to win a share of one million official England prizes, including classic England shirts, flags and caps.

The campaign will also include digital and social media activity, as well as an iPhone application. Sunderland striker Darren Bent will be featured as part of the digital work.

Last year, prior to his move from Tottenham Hotspur to the North East club, Bent was the centre of controversy after a rant directed at the north London club's chairman Daniel Levy, through social networking site Twitter.

Matt McKie, brand manager at Lucozade Sport, said: "As the official sports drink of the England team, our objective is to fuel the players to World Cup success, as well as leverage our association with ITV's coverage of the 2010 World Cup.

He said: "We are confident that as a result of our emotive and engaging 'Fuelling England's Roar' campaign, retailers will experience increased consumer demand and a significant uplift in sales across the Lucozade Sport range."

In December, it was announced that ITV's football World Cup coverage would be jointly sponsored by Lucozade Sport and car marque, Hyundai.

The packages run across broadcast, online, interactive and mobile, with the tournament starting on 11 June and finishing on 11 July.

The sponsorship creative for both partners will be handled by M&C Saatchi.

ITV1's coverage of the 2006 World Cup peaked with 21.3 million viewers for England vs Sweden. The sponsors, in a deal estimated at more than £5m, were EDF and Budweiser.

The sports and energy drinks category was worth £706m in the UK last year. Lucozade Sport has a large share of the market, with sales in 2009 reaching £102m, although this was down 6.4% on the previous year, according to Nielsen. Coca-Cola's Powerade also witnessed a decrease of 4.6% in 2009, with sales of £34.4m.

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