Lucozade Alert blasts into the new year with fresh new packaging

Lucozade Alert is back with a bang in 2023 with a fresh new look, designed to drive even better on-shelf standout and appeal to more shoppers.

Data reveals 75%[1] of adults have reported concerns about tiredness, and the Lucozade Alert range responds to a clear consumer need, as a high caffeine energy drink with Vitamin B3 to help combat tiredness, from the trusted brand Lucozade. It provides a hit of energy that gives consumers a much-needed boost and a blast of fruity flavour.

The stimulation market is the fastest growing soft drinks segment in recent years[2] and new packs will showcase a new £1 PMP[3] to help retailers drive value in their range at a time when consumers are price-conscious.

The brand has also unveiled a new campaign, Talking Cans, aiming to inspire people to kick start their energy by choosing Lucozade Alert. Brought to life through digital “talking cans,” the content inspires people to take charge of their day. This is supported by creative social content rooted in the idea that Lucozade Alert is there to lift people in a witty, quick way at every opportunity; be it everyday life, or big cultural moments. The campaign launches this month with £1.2million of investment reaching a significant 83% of adults in the UK.

"Lucozade Alert has become a staple of the growing stimulation energy segment, worth £8.1million in value sales since launch. With its continued growth and our updated pack design, now is the perfect time to launch our new campaign. Talking Cans puts our brand’s witty, vibrant personality at its heart by encouraging Brits to grab a can of Lucozade Alert to help them through their busy day. This new campaign brings a fresh opportunity to build product awareness, increase shopper engagement, encourage trial, and drive additional purchases."
Aoife McGuigan, Head of Lucozade Alert at Suntory Beverage & Food GB&I

[1] SBF GB&I Category strategy insight
[2] SBF GB&I Category strategy insight
[3] Recommended retail price