When you think of Lucozade you immediately think of sport. So Lucozade’s ties with the Premier League and its high-energy sports association works and makes sense.
However Lucozade has partnered with Spotify for the months of March and May to offer drinkers a chance to win free access to Spotify’s Premium service. It seems a bit of a bizarre partnership considering music lovers are a world apart from Lucozade’s traditional core market.
If Lucozade are trying to tap into a new audience then this type of promotion is perhaps a sensible way to do it. But the Lucozade/Spotify deal only lasts until the end of May – and two months to win over a new market is simply not long enough.
Also with Gatorade – the goliath of the sports drink market in America – planning on a marketing push in the UK this summer, positioning it as the ‘resource for athletes and amateur fitness fans’, it may be a wiser strategy for Lucozade to focus its energy on defending their current market position.
