The full-bodied lemon drink has also expanded its product range from can and PET bottles to premium glass bottle and post-mix.
“We’re delighted to extend our partnership with LIFT Hard Hitting Lemon and are already building on this for the 2017 season. LIFT’s positioning as ‘hard hitting’ is quite obviously aligned with our on field contests, however we also see synergies in LIFT’s significant pursuit to tailor the best possible product to suit its Australian consumers,” said Richard Simkiss, AFL general manager commercial.
“The evolution of our partnership with the AFL has truly come to life this year, where we hope to tap into the AFL’s loyal fan base through the online integration program – a first for the brand. Our goal is to celebrate what makes real strength and reward it with a harder hitting lemon drink which is made with bite,” said Ramona Spiteri, brand manager, LIFT Hard Hitting Lemon.
Since its successful launch last year, LIFT Hard Hitting Lemon has continued its association with the AFL as the ideal platform to further drive awareness and increase product consumption. The brand has observed an overlap of its consumer base with a key demographic of AFL’s fan base, appealing to its core audience of down-to-earth, good-natured Aussie blokes.
The integrated marketing campaign spans the entire football season and includes broadcast radio, out of home, sampling and digital, with online integration across afl.com.au and the AFL app. The overarching campaign theme about real strength and mateship, and LIFT Hard Hitting Lemon is positioned as the reward for Aussie blokes who turn up every day and ‘give it their all’ because real strength deserves a harder lemon drink.
As part of this strategy, LIFT will have a bespoke segment which will be launched on the AFL website. Presenters Garry Lyon, Matthew Lloyd and Damian Barrett will be participating at the popular Access All Areas discussing ‘Lift Hard Hitting moments’ as part of a regular ‘week in review’ content series. In addition, radio spots featuring AFL commentary legend Dennis Cometti will run across Triple M as well as others running across Nova and KIIS throughout the duration of the season.
The refreshing drink was launched prior with a bold new look and flavour, tailored specifically for the Australian market, to offer sharper taste with more bite – hence it’s a drink for adults and not the kids. The new product has tested well with consumers, with the majority of males confirming the new recipe as their taste preference over the original LIFT.
LIFT Hard Hitting Lemon is now available in 5L and 15L BIB Fountain and 330ml x 24 Glass packs as well as can and PET formats.