GlaxoSmithKline is set to give flagship drinks brand Lucozade Sport a huge marketing push next month with fresh TV advertising and a high-profile sports sponsorship.

The UK group announced yesterday (28 March) that a new TV ad would go on air in April until the end of May. The two 30-second executions "highlight the key role Lucozade Sport plays in an athlete's preparation", GlaxoSmithKline said.

In the ad, athletes will be depicted participating in a number of sports in a series of 'win or lose' scenarios. The difference between them will be a bottle of Lucozade Sport. The ad will finish with a strapline - "there's a fine line between winning and losing".

The company also announced that Lucozade Sport would continue its long-running sponsorship of the Flora London Marathon, due to take place on 23 April.

The overall campaign is part of GlaxoSmithKline's GBP10.8m (US$18.7m) marketing investment behind the brand this year.

"With such high profile activity taking place in the coming months through the exciting new TV advertising creative and the sponsorship of the Flora London Marathon, Lucozade Sport will be at the forefront of consumers' minds," said Angela Eves, group brand manager for Lucozade at GlaxoSmithKline.