Lucozade unveils outdoor push featuring Steven Gerrard

Lucozade Sport is unveiling a new outdoor advertising campaign featuring England and Liverpool player, Steven Gerrard, as part of its continued World Cup themed push.

Lucozade campaign
Lucozade campaign

The nationwide billboard campaign will run for two weeks and has been created by Billington Cartmell.

It shows Gerrard bursting past an opponent and taking a shot, which is shaped to represent the shape of a Lucozade Sport bottle.

The brand says it is aiming to tap into the raw emotion of the nation and Steven Gerrard through the integration of three lions circulating high above him.

The campaign will run across every major city in England in a variety of billboard formats, ranging from 48-sheets to mega 96-sheets, as well as building wraps.

Lucozade Sport football brand manager, Matt McKie, says: “As a brand Lucozade Sport is paramount to the national game, illustrating one of our key players and our product at a time when excitement is sweeping across the nation will serve to be the perfect match.”

Chris Walker, senior account manager at Billington Cartmell, says: “Steven Gerrard is a national icon and embodies everything Lucozade Sport stands for as a brand, going that little bit further than the competition to make a difference”.

According to the Britvic Soft Drinks Report 2010, after three years of growth that pitched sports drinks into the second fastest-growing sub-category, 2009 was a different story. Sales were down 2% to £164m. This was due partly to the two-pronged effect of smaller brands being lost in distribution cuts and a decline in sales of Lucozade Sport and Hydroactive.

Earlier this month, Lucozade said it was investing over £30m in marketing to cover the next 6 months across its extensive brand portfolio.

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