Lucozade gives a sporting chance

20 April, 2007

GlaxoSmithKline is backing its new Lucozade Sport raspberry and tropical flavours with a £1 million sampling campaign.

Targeting football fans and some 300,000 runners competing in events across the country, the push will run from May to July and forms part of a £10 million total media spend for the brand in 2007.

Senior brand manager Rachel Ellard said: "By refreshing the Lucozade Sport range with two new flavours that have excelled in consumer taste tests, we're helping retailers to give their business the edge."

The flavours will replace the existing mixed berry and lemon.

GlaxoSmithKline 0208 047 5000




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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