Lucozade has given further details about its summer advertising push.

The GlaxoSmithKline-owned brand is at the centre of a GBP5.2m (US$9.9m) promotional campaign running in the UK between July and September.

The campaign will be evident in-store via a price promotion and through new POS material, the company said yesterday (14 August).

Above-the-line activity will include building and scaffolding wraps coupled with six-sheet posters positioned outside convenience and Tesco stores across the country. The push will carry the strapline 'Energising Britain'.

"The Lucozade Energy 'Energise Britain' campaign is going to be huge," said Lucy Colman, brand manager for Lucozade Energy at GlaxoSmithKline. "Earlier this year, we launched a new apple flavour. In July, we took over garage forecourts across the UK thanks to our travel campaign. Now, we intend to take the brand message to the workers of Britain."

Complementing the advertising and in-store elements of the campaign, a fleet of Lucozade Energy 'Energiser' vehicles will visit 68 towns and cities across the country throughout September.

In July, GlaxoSmithKline began targeting garage forecourts and motorway service stations around the UK, with a campaign that included product sampling.