Lift Hard Hitting Lemon has expanded its range from can and PET bottles to include a premium glass bottle and post-mix, while also launching the latest phase of its marketing campaign.
The beverage has continued its association with the AFL as the platform to further drive awareness and increase product consumption. Lift says it 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 AFL 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 is about real strength and mateship, and Lift says the product 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 weekly segment on the AFL website, featuring presenters Garry Lyon, Matthew Lloyd and Damian Barrett as part of the ‘Access All Areas’ section. In addition, radio spots featuring AFL commentator Dennis Cometti will run across Triple M as well as others running across Nova and KIIS throughout the duration of the season.
“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,” Lift Hard Hitting Lemon Brand Manager Ramona Spiteri said. “Our goal is to celebrate what makes real strength and reward it with a harder-hitting lemon drink which is made with bite.”
Launched in September 2016, Lift Hard Hitting Lemon features a “bold” new look and “sharp” flavour, tailored for the Australian market. The drink is now available in 5lt and 15lt BIB Fountain and 330ml x 24 glass packs as well as can and PET formats.