Suntory Beverage & Food Malaysia Sdn. Bhd launched Lucozade Sport™ carbonated variant at Padang @ 1 Utama with an exciting event of activities and enlightening talks.
With the majority of isotonic drinks being carbonated in Malaysia, Lucozade Sport™, UK’s number 1 sports drink, introduced its carbonated range to provide more choices for the consumers. Presented in refreshing original and lemon flavours, sports enthusiasts and active individuals can now fuel and hydrate with this new isotonic carbohydrate-electrolyte drink.
Rodney Tan, Head of Marketing, Suntory Beverage & Food Malaysia Sdn. Bhd said, “We are thrilled to unveil this carbonated version of Lucozade Sport™, a great tasting and refreshing isotonic drink made for fast hydration. Our quest has always been to offer consumers an isotonic drink that will support them at any level of their fitness journey and, of course, to quench their thirst in the best way possible.”
The carbonated variant of Lucozade Sport™ was specially formulated through extensive research and is being introduced for the first time in Asia.
The event also unveiled Lucozade Sport’s new campaign “Your Sport, Your Rules” where Tan explained that, “consumer research revealed that more and more Malaysians today face various pressures from their peers, particularly in conforming to societal expectations.
The sports area is no exception. It is apparent all over social media; the end goal becomes the main highlight, where people only share their successes and not the tough journey it took to get there. This leads people to sometimes feel that their efforts are not good enough”.
With the new “Your Sport, Your Rules” campaign, Lucozade Sport™ recognizes that it takes commitment just to show up on the pitch or at the starting line or at the gym, and that the sports journey is equally important.
Tan highlighted that “it does not matter what sport you do, no matter what level you are at, you set your own pace and every personal achievement matters. Lucozade Sport™ is here to support your achievements at every stage throughout the journey.”
The launch saw Malaysia’s fastest marathoner in 2016, Edan Syah, who is an advocate of the brand, on-ground as the main speaker at the Lucozade Sport™ Hydration Workshop. The workshop was one of the sessions during the launch that wowed the crowd where insights on hydration were shared.
Hafiza Othman, Triathlete & Ironman Langkawi 2016 Finisher was also a guest speaker who shared her insights into the importance of hydration for sports.
“Keeping hydrated during a run is vital. As a marathoner myself, I can say that when it comes to a long run, proper fuelling is key. It is always important to plan ahead and a typical thirst quencher could come in the form of Lucozade Sport™,” said Edan Syah.
“Whether your preference is to have carbonated or still isotonic drink, the important thing is to keep hydrated, and I’m glad that Lucozade Sport™ has also added a carbonated variant to its range to appeal to a wider number of runners”.
Hafiza Othman suggested that doing a sport that requires the completion of three continuous and sequential endurance disciplines needs that much more focus. “Your focus can be interrupted by dehydration. It is safe to say that when you are presented with an isotonic drink during a triathlon, it is refreshing and thirst quenching. The humidity of this country can also really get to you when you’re in the midst of a challenge, so hydration is definitely your utmost priority as a sportsperson here.”
The event ended with an exciting edge for the media: Lucozade Sport™ TriFit Challenge. This activity included resistance running, dynamo cycling and football dribble and score challenges.
As part of the launch campaign, Lucozade Sport™ roving team is cruising around Klang Valley to showcase and sample its brand new carbonated variant to Malaysians. Other exciting activities in the pipeline include Lucozade Sport™ participating as the official isotonic partner at Standard Chartered Kuala Lumpur Marathon 2017, where we look forward to hydrate the runners throughout their journey to the finishing line.
Lucozade Sport™ cans are available at hypermarkets, supermarkets, mini markets and convenience stores/kiosks nationwide at a recommended price of RM2.20.