UK: Lucozade Sport boosted by £12m marketing campaign
The multi-media activity will be spearheaded by a £5.6m ($8m) advertising campaign running from April through to September supported by posters and press executions, which will be seen from April to May with a further burst in August.
The advertisement introduces a character called 'Coach' and in each version the 'Coach' is shown exhorting various sports participants to find that vital extra effort, aided by Lucozade Sport. Famous sports personalities such as the rugby player Matt Dawson, rower James Cracknell and Tim Don the triathlete all appear in the advertisements and all executions include the "have you got it in you?" end line.
Customer marketing manager for GlaxoSmithkline, Giles Lester said: "The focus of the campaign is that critical 'make or break' moment, towards the end of a match or race, when performance dips and participants need to find the extra will to achieve the winning margin.
"Although the advertisements do feature famous sports personalities they are very much in the background and it is the Coach, his motivational methods and the brand itself, which are the focal point," he added.
This summer Lucozade Sport, which is already the official sports drink of the FA Premier League, will also be the official sports drink of the British Lions Tour to Australia. And for the first time ever the brand name is being modified to reflect the theme of the promotional activity with the limited edition range being branded LucOZade Sport. Running from April to July the limited edition range includes all 500ml variants and the new 650ml sports cap bottle.
Consumers will also have the opportunity to win one of 5,000 exclusive Adidas Lions polo shirts and an instant win on-pack promotion offers consumers the chance to 10 trips to Australia to see the Lions take on the Wallabies.
"We are investing heavily in the brand this year to further enhance its position as the nation's leading sports drink. We anticipate that this support will lead to a significant increase in sales," adds Lester.
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