Soccerade takes on Lucozade with multi-million pound marketing drive
The brand hopes to cash in on a near-£400m UK sector as its natural approach continues to appeal to junior and senior sports enthusiasts alike. In Portugal, the brand attained a 9% market share overnight after launch and it currently enjoys growing share in Germany. An international roll-out is planned to distribute through a further 60 countries with more being signed up everyday.
Soccerade uniquely offers sport enhancing qualities without artificial flavourings, colourings or preservatives born from over 30 years of science from sports formula parent company Leppin, making it ideal for this market. The product is used by FIFA Player of the Year, Cristiano Ronaldo.
Now the brand has launched a national initiative using World Champion freestyle footballer, John Farnworth, to search for the Soccerade Dream Team - grass roots players who bring freestyle flair and panache to the game. Winners will walk away with a minibus for their school team and numerous top flight personal spoils. The UK team hopes to go on and play other Soccerade countries in an international level tournament.
The program will use above and below the line activity and an on/off-line PR campaign with regional media partnerships to drive awareness and trial.
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