Energising boost

21 March, 2008

GlaxoSmithKline is spending £8 million on advertising its Lucozade Sport range.

The push is designed to show how the brand "enhances sporting performance" and will kick-off with TV ads on Sky Sport and all live sports channels until November.

Outdoor, radio, press and digital ads will support the TV campaign.

A further £6.5 million will be spent on educating consumers at sports events across the country, including the Flora London Marathon, Great Run Series and Barclay's Premiership Football matches, where participants can learn about hydration and the performance benefits of the range.

Brand manager Adam Prentice said: "By driving education and awareness, we can successfully grow the sports and exercise drinks category."




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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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