Lucozade Energy is launching a new £10m above-the-line campaign called ‘Energy Beats Everything’.

The brand’s latest marketing spend follows the success of its Tomb Raider partnership earlier this year. Kicking off on the April 23, the multimedia ‘Energy Beats Everything’ campaign is set to grab shoppers’ attention through TV, out-of-home, digital, social, in-store and sampling activity.

To keep the Lucozade brand front of mind among consumers, the new promotion will include a bespoke outdoor campaign and tounge-in-cheek TV advert; both of which will be supported by social media activity and consumer sampling events

Steven Hind, head of marketing for Lucozade Energy at Lucozade Ribena Suntory, said: “Through a humorous spin on the well-known David and Goliath tale, we’ve created an epic and disruptive campaign that is sure to get the nation’s attention. We know the UK has a lot of love for the Lucozade brand and we’re confident this through-the-line campaign will excite both our existing drinkers, while also getting new shoppers into the category.

“Summer is a key selling period for soft drinks in independents, with the category observing an uplift of over 13% from May to September. The timing of the new ‘Energy Beats Everything’ creative means retailers should increase the visibility of their Lucozade Energy range in store to ensure they’re ready for the summer sales spike of up to £1,500 per store – an unmissable profit opportunity for retailers.”