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Why Has Anthony Joshua Been Putting up Billboards of His Own Face?

Creative 331 Add to collection

The boxing champion takes to the streets to market Lucozade Sport's new Fruit Punch with Grey London

Why Has Anthony Joshua Been Putting up Billboards of His Own Face?
World Heavyweight Boxing champ Anthony Joshua has been working with Lucozade Sport to market his first sports drink with the brand – Fruit Punch. 

Lucozade Sport’s collaboration with one of the UK’s biggest sport stars is expected to drive sales to new heights, after the brand grew by over 32 percent during the World Cup last year. In 2015, the launch of Mango and Passion Fruit was worth £3.2m in wholesale and introduced 700,000 new shoppers to Lucozade Sport.



The launch will be supported by a £5m advertising spend and demonstrates the impact that the 2012 Gold medallist has had in reconnecting the general public with British boxing. The drink has been designed by the sports and exercise brand Lucozade Sport to support everybody that is made to move, containing carbohydrates and electrolytes to enhance hydration and help maintain performance during endurance exercise.



World Heavyweight Champion of the World Anthony Joshua, says: “It’s not every day you launch a drink with your own face on it! This is an exciting venture for me so I couldn’t help but get stuck in and put up the billboards myself. Lucozade Sport aims to support everybody that is made to move and I hope my new flavour will inspire even more people to get active.”



Claire Keaveny, head of marketing at Lucozade Sport, comments: “AJ has transformed British boxing and inspired the nation to fall back in love with the sport. Lucozade Sport has supported him on his journey from the very beginning, so we’re delighted to have collaborated with AJ on our newest flavour. We expect Fruit Punch to be a knockout hit as AJ continues to dominate the heavyweight division.”


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Client

Advertiser: Lucozade Sport

Creative Agency

Creative Agency: Grey London

Art Director: Sam Daly

Copywriter: Robert Greaves

Creative Director: Dan Cole and Andy Garnett

Account Director: Max Arkell

Account Manager: Becky Devereux-Pile

Senior Planner: Antonia Tam

Creative Producer: Glen McLeod

Genres: Comedy, People

Categories: Energy Drinks, Soft Drinks

Grey, Fri, 10 May 2019 16:31:51 GMT