Lucozade Sport launches £15m World Cup campaign

Lucozade Sport is backing its sponsorship of the England football team and ITV’s World Cup coverage with a £15m marketing campaign.

The Fuelling England’s Roar campaign is the biggest for Lucozade Sport to date, including digital and social media activity, as well as an iPhone app.

Consumers are being encouraged to buy Lucozade Sport, the official sports drink of the England team, with an on-pack promotion giving away England team shirts, flags and caps.

The campaign, created by Billington Cartmell, is based around texting promotional codes.

Outspoken Sunderland and England player Darren Bent is to play a part in the digital side of the campaign. He became famous for tweeting about his transfer from Tottenham Hotspur to Sunderland last year, criticising Spurs’ management for delays in the deal being done.

Matt McKie, Lucozade Sport brand manager, said the campaign would result in “increased consumer demand and a significant uplift in sales across the Lucozade Sport range”.

Lucozade Sport is one of two sponsors of ITV’s World Cup coverage, and the sponsorship package it has signed will give the brand exposure online, on mobile and on air. Hyundai is the other sponsor of ITV’s coverage of the month-long tournament, which kicks off on 11 July.

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