Lucozade Ribena Suntory Ltd last Friday chose Bestway’s Park Royal, North London, depot to test-launch the new Lucozade Sport Mango amp; Passion Fruit variant to the trade – and sold out of all stock within hours.
The new variety, which launches in March, was tested exclusively at the depot, which is often used by suppliers as it possesses a large display space right in front of the main entrance.
The depot was supplied with just under 400 cases of Lucozade Sport Mango amp; Passion Fruit and worked with the supplier to create a spectacular piece of in-depot theatre (see next month’s Wholesale News for pictures) and a “manager’s special” offer of 12 x 500ml bottles for just £4.99.
Lucozade Sport Mango amp; Passion Fruit will be available in two formats: 500ml and a 4x500ml multipack, has 0% caffeine and, says marketing manager Vicky Morgan, taps into consumer (especially females) taste for tropical flavours. The new variety will be advertised on TV as part of a £9m wider Lucozade Sport marketing campaign.
A spokeswoman for Lucozade Sport said that 66 cases were sold wthin the first two hours, with the depot’s entire allocation of 396 cases sold by the end of the day.
“There will be further activity for wholesalers with sampling and depot takeovers,” she said.
“In-depot theatre really works,” Bestway Park Royal depot general manager Mohammed Gulistan told Wholesale News. “We support suppliers who want to work with us, as Lucozade has done today, 100%. We had a dedicated team working with the supplier to make sure we had a really exciting displayready for opening [on Friday morning]. Presentation in depots is important, as we have demonstrated [in this case]with a complete sell-out.
Look out for an in-depth look at this promotion in the March issue of Wholesale News.