Lucozade Sport has announced the release of its new-look bottle to the Irish market, featuring an all-new half-sleeve design.
The new design means it’s easier for recycling facilities to process the bottle into fresh bottles, and Lucozade Sport has committed to ensuring its bottles are made from 100 per cent recycled plastic, commencing this year.
The move will save significant amounts of virgin PET annually, a significant statement as part of the global move towards sustainability.
Lucozade Sport is responsible for almost two-thirds of the Sports drink category in Ireland so the move will make a difference.
The new bottle will be launched in line with Lucozade Sport’s IRFU partnership ahead of this year’s Six Nations Championship. It follows the brand’s launch of its Fruit Punch flavour last year, featuring former world heavyweight boxing champion Anthony Joshua.
The new bottle is available in stores across the island of Ireland now.
“This is a really positive step on our sustainability journey,” said Philip Keenan, Marketing Manager for Lucozade Sport Ireland.
“The new design enables recycling facilities to easily recognise the PET bottle and allows them to be recycled into new bottles. In addition to this step, across 2022, we will transition into having all our Lucozade Sport bottles made from 100% recycled PET.”
“To support this significant initiative, we have invested in a substantial launch campaign across the Six Nations Championship, leveraging our Irish Rugby partnership, to highlight our new bottle design and encouraging our consumers to recycle their bottles.”
Sport for Business Perspective
The Environment arm of the ESG theme that is dominating sporting partnership conversation is one that we will be focusing on extensively through 2022. Small changes can lead to big differences and the use of sport to educate us all on the importance of recycling puts us in a winning position for brands who need to be seen to be active in this space.
