Lucozade Sport Fitwater, the latest addition to the brand, is launching a new £3.5m campaign.

Launching on March 12, the new campaign will feature heavyweight boxing champion and brand ambassador, Anthony Joshua, and will be supported by out of home, digital and in-store activity.

Since hitting shelves last August, Lucozade Sport Fitwater has become the second largest functional water brand in the market (IRI, December 2017). Fitwater is made using purified spring water and four electrolytes, specifically designed to help consumers stay hydrated.

Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory (LRS) said: “We’ve developed Lucozade Sport Fitwater’s latest above the line [ATL] campaign to grab the attention of existing sports drink consumers, while also appealing to a new audience with a drink perfect for the exercise occasion but with no sugar or calories. We’re confident that this new ATL promotion and £3.5m investment will support the brand’s offering in the water segment and drive awareness of the product.”

“We know the huge potential opportunity for retailers to grow their sales in this segment, with water accounting for 14% share of total value sales of Great Britain’s soft drinks (IRI, December 2017). With the campaign’s striking outdoor advertising reaching 86% of adult shoppers at least 16 times, retailers should absolutely stock up on Lucozade Sport Fitwater now to ensure their chillers are ready for the additional sales opportunities this campaign will present.”

Lucozade Sport Fitwater is available to independent retailers in 600ml bottles (rrp £0.89) and in cases of 12.