Suntory Deepens Partnership with Anthony Joshua with the Launch of New Lucozade Sports Drink

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Suntory recently unveiled a new limited edition Fruit Punch Flavored Lucozade Sports drink. To launch the Lucozade Sports drink, Suntory deepen its partnership with heavyweight boxing champion Anthony Joshua. Anthony Joshua has been a brand ambassador for the sports drink since March 2018. Suntory announced that it will extend the heavyweight champion’s contract as his contest his unified world heavyweight championship belts on the 1st of June.

Partnership with Anthony Joshua with the Launch of New Lucozade Sports Drink

About the New Fruit Punch Flavoured Lucozade Sports Drink

The new sports drink is apple and raspberry flavoured and it comes in 500ml bottles in standard singles, price marked packs and as a four pack. The sports drink is packaged in a bottle which has Anthony Joshua picture on it. The bottle is covered with a gold cap and on the bottle is written: “Be Humble”.

Suntory Deepens Partnership with Anthony Joshua with the Launch of New Lucozade Sports Drink

About Anthony Joshua’s Partnership with Suntory

Liam Angel the senior brand manager of Lucozade Sports spoke about the extension of Anthony Joshua’s contract. He didn’t give any exact details on the extension of the contract. Angel spoke about the brand’s strategy for the partnership and launch of the drink. He explained that the brand aimed to use the US boxer’s social media reach to target new consumers. Seeing as the boxer has over 2 million Twitter followers and 8.5 million Instagram followers, the brand is being exposed to a large pool of people.

The limited edition sport drink will be available in the UK for the next months. The slogan on the bottle which says “Be Humble” is said to be a key tenet of Joshua’s philosophy. To help promote the new sports drink, the brand plans to launch one of the brands biggest ever marketing activations. The promotion will also include a new video ad and a PR stunt. The video and PR stunt will feature Anthony Joshua. There will be other activation activities which will be held, most of which are yet to be disclosed.

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