GlaxoSmithKline is spending GBP8m (US$16m) on a marketing push for its Lucozade energy drink brand.

The company said yesterday (16 April) that the 'Get Your Edge Back' initiative, which includes outdoor, radio, online and off-trade advertising, gets underway this month.

The spend will also include a "14-week experiential campaign targeting over 300,000 physical workers" across the UK as well as reach out to consumers who would like to claim a free bottle via text or e-coupon.

Lucozade Energy brand manager Lucy Fuggle said: "In 2008 we are pledging to help Britons everywhere overcome energy lulls instantly with a free bottle of Lucozade Energy. The 'Edge Pledge' is an exciting and bold campaign that will reaffirm our position as the UK's number one energy drink. Backed by a total GBP8m brand spend, we are confident the 'Edge Pledge' campaign will drive unprecedented consumer demand for Lucozade Energy, increasing sales and boosting profits for our customers." 

 Lucozade Energy is available in flavours including: Original, Orange, Apple, Lemon, Wild Berry and Tropical, the company added.