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GlaxoSmithKline is spending GBP8.25m (US$16.2m) on a marketing push for Lucozade, the country's leading energy drink, in its biggest ad campaign to date.  

The  'Get Your Edge Back' initiative, which includes cinema, outdoor, online and press, executions, as well as a Lucozade Energy roadshow, gets underway in April.

Integral to the campaign is a bespoke website where consumers can submit their own stories of when they have 'Lost Their Edge' in an opportunity to win GBP10,000.

Jenny Hall, Lucozade Energy brand manager, described the campaign as a "bold" effort, which "looks to truly engage with our consumers in an impactful manner".


Sectors: Soft drinks, Water

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