Product Launch - UK: GlaxoSmithKline's Lucozade Sport Champions' Choice
Click through to view GlaxoSmithKline's Lucozade Sport Champions' Choice
GlaxoSmithKline's Lucozade Sport Champions' Choice
Category - Soft drink, CSD
Available - From this month
Location - UK, off-trade, including multiples, independents and wholesales
Price – RRP of GBP1.39 (US$2.10) per bottle
Distribution - GSK
GlaxoSmithKline has partnered with F1 motor racing team Vodafone McLaren Mercedes to launch Lucozade Sport Champions’ Choice.
The Lucozade brand extension, which contains caffeine, is available in mango & passion fruit and lemon & lime flavours. The launch will be backed by a GBP1m marketing campaign in the UK, featuring outdoor, digital and PR activation.
The mango & passion fruit variant will feature an image of Vodafone McLaren Mercedes driver Jenson Button.
Last month, GSK confirmed that it has launched a strategic review of its Lucozade and Ribena soft drinks brands, with “every option”, including a sale, being considered.
GlaxoSmithKline Consumer Healthcare (GSK) makers of No.1 sports drink brand, Lucozade Sport, is launching a new specialized sports drink, through its partnership with the Vodafone McLaren team. New “Champions’ Choice” drink is available from March in two flavours: Mango & Passionfruit and Lemon & Lime.
The formula is a blend of glucose and electrolytes for improved physical performance, with added caffeine for mental performance. It perfectly combines the benefits of hydration and fuel for the purpose of sport.
In the UK there are 2.58million sports participants who are also avid F1 fans. This latest new launch will address these consumers and is therefore expected to drive significant penetration and sales in the £1billion Sports and Energy category, which is currently growing at 6.5%.
The new launch will be supported with a £1 million marketing investment including outdoor, digital and PR activation. A range of highly engaging POS material has also been produced including a stunning F1 car FSDU and bespoke shelf barkers. Retailers are encouraged to stock up and create high impact displays in store to help educate consumers about the products and maximise impulse sales.
Simon Freedman, Brand Director for Lucozade Sport, said: “As category leaders we are continuing to educate and excite sports participants on the benefits of sports drinks vs. water. By teaming up with Vodafone McLaren Mercedes to launch Lucozade Sport “Champions’ Choice”, we are offering consumers the added mental benefit that caffeine provides to further improve their sporting potential. We know there is huge growth potential for the sports drinks category and Lucozade Sport, the UK’s No.1 sports drink brand, is perfectly placed to drive it. We encourage retailers to get in the driving seat and take full advantage of this campaign by stocking up on the Champions’ Choice variants and maximise the use of Formula 1 POS material available to create exciting in-store theatre.”
Launching in March, the Champions’ Choice Mango & Passionfruit and, Lemon & Lime variants will be available in 500ml bottles at a RRP of £1.39. Both variants will debut on shelf in an eye-catching premium limited edition silver bottle. The Mango & Passion Fruit variant will actually feature an image of Jenson Button.
Original source: Company Release
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