The UK-based consumer goods company GlaxoSmithKline is to invest £79m worth of marketing activity to support and raise awareness of its leading drinks brands Ribena (including ToothKind), Lucozade Energy and Lucozade Sport.
Ribena, the UK’s number one still juice drink will benefit from a £36million marketing support package this year – the biggest ever investment for the brand. Lucozade Sport, the UK’s number one sports drink is to be backed to the tune of £22n. Meanwhile, Lucozade Energy, will receive £21m worth of support.
Activity for each brand will be spearheaded by new media campaigns, which will feature high profile national television advertising. Each brand will also benefit from separate highly visual on-pack promotions, which will be supported through-the-line.
In addition to above-the-line support, a whole host of innovative product development and range extensions will also be introduced on Ribena, Lucozade Sport and Lucozade Energy throughout the year, the company said.
Alistair Pond, customer marketing controller, out of home, GlaxoSmithKline, said: “The combined support package in place for Ribena, Lucozade Sport and Lucozade Energy in 2003 eclipses the £62.5m invested last year.
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By GlobalData“The principal objective of the planned activity is to maximise sales of Ribena, Lucozade Sport and Lucozade Energy and ultimately generate total cold drinks sales for all our customers within the out of home sector.”
Pond continued: “2003 stands to be a very exciting time for GlaxoSmithKline and its brands and indeed for retailers too. The investment this year is sure to lead to a real surge in demand for Ribena, Lucozade Sport and Lucozade Energy and I would urge our customers to stock up to ensure that they don’t miss out on the sales opportunities created by the increased awareness of the brands.”
A new look has already been launched across Lucozade and Lucozade Sport. And most recently, GlaxoSmithKline introduced a new Ribena logo and re-branded packaging.
