Lucozade Ribena Suntory Ltd, is launching a £10m “Fuel to Rule” campaign to support the growth of Lucozade Sport and as part of its new campaign, Liverpool and England midfielder, Steven Gerrard, returns as brand ambassador.
Kicking off in Ireland from 1st March and the UK from mid-April, the hard-hitting television advert shows Gerrard, along with other brand ambassadors and grassroots sportspeople, training and exercising – demonstrating the success that can be achieved by remaining fuelled and hydrated.
Whilst clips of high intensity sport roll throughout the ad, including swimming, rugby, football, running and cycling, the voice over can be heard exploring the emotions felt by sportspeople – the nerves, the determination and the glory of success.
Having starred in several innovative campaigns from Lucozade Sport in the past, Gerrard will be joined by current brand ambassadors and iconic sports heroes Gareth Bale, Alex Oxlade-Chamberlain, Leigh Halfpenny, Chris Robshaw and Katie Taylor.
The campaign will also include digital, in-store and experiential activation in the build up to the FIFA World Cup. With the focus on sport for many this year, the “Fuel to Rule” campaign, along with the recently launched Lucozade Sport Brazilian Guava flavour, will take centre stage and add significant value to the sports and energy drinks category.