Lucozade set to add 'mental stimulation' variant

LONDON - Lucozade, the GlaxoSmithKline brand, is launching a mental-stimulation drink called Lucozade Alert to expand its portfolio beyond the sports and energy drink category.

The line, which launches in April, contains caffeine and is intended to sharpen mental performance. It will comprise a Lemon Zing flavour variant that contains 45 calories per 250ml bottle.

The launch will be backed by a £4m marketing campaign through M&C Saatchi, encompassing outdoor, press ads, point-of-sale and sampling activity. The ads will direct consumers to a microsite developed by Fuse Digital that features challenges and games consumers can play to discover how mentally alert they are.

Market-leader Lucozade faces competition from Powerade and Gatorade in the sports drink market.

Lucozade Energy, which was worth £271m last year, according to Mintel, spent £17.4m on advertising in 2007 in a drive to win share from a dominant Red Bull in the energy drink sector.

The brand's portfolio also includes Lucozade Sport, which spent £9.3m on advertising in 2007, and Lucozade Hydro Active, which spent £7.1m. Last year, the brand added isotonic Lucozade Sport with Caffeine Boost to its portfolio, supported by a £5m launch campaign.


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