January 11, 2013, 9:24 am

In 2013 GlaxoSmithKline Consumer Healthcare (GSK) is launching a £9m marketing investment and new scientific claim for its No.1 sports drink brand, Lucozade Sport.

Kicking off in January, the makers of Lucozade Sport are launching a new advertising campaign: ‘Last Men Standing’.

This will see the introduction of the new scientific claim: Lucozade Sport hydrates and fuels you better than water.

The claim is based on scientific tests, which have been dramatised and brought to life in the new TV advert.

Set in laboratory conditions, twenty four athletes go head to head in a performance challenge – half fuelled by Lucozade Sport and half by water.

Monitored throughout by GSK scientists, the athletes run until they reach the point of exhaustion and only participants on one team, fuelled by Lucozade Sport, are left.

Alongside the TV advertising there will be a mass digital campaign through social media and the Lucozade Sport key sporting partners.

Simon Freedman, brand director for Lucozade Sport, said:

“There is huge growth potential for the sports drinks category and Lucozade Sport, the UK’s No.1 sports drink brand, is perfectly placed to drive it.

Lucozade Sport

“Forming part of a heavyweight marketing campaign for 2013, this will really bring the Lucozade Sport ‘hydrates and fuels you better than water’ claim to life and reinforce how we are combining our scientific expertise with product innovation to help athletes across the UK and Ireland to improve their sporting potential through nutrition.”

GSK’s R&D team worked closely with the advertising agency to create an advert as close to an actual dramatisation of the real tests as possible.

Following the past successful sporting year, the makers of Lucozade Sport will also be partnering with double Olympic gold medallist Mo Farah for a campaign which will give consumers the chance to ‘train with Mo’.

It will run from 3 January until 31 January and will offer consumers the chance to train with Mo in Oregon, USA, by purchasing a bottle of Lucozade Sport.

It will be supported with a marketing campaign consisting of outdoor creative, mobile and a range of POS material which has been developed for retailers to highlight the promotion in-store.


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