Britvic launch to attack Lucozade

Britvic is putting its marketing and distribution muscle behind a new sports drink called Red Card, to take on market leader Lucozade.

The multi-million pound launch comes only two months after Britvic stopped distributing Lucozade following the ending of an agreement it had with Lucozade owner Smith-Kline Beecham.

Britvic had distributed Lucozade and Ribena for nine years before SB took it in-house.

Red Card, which is now being sold to the trade and will be available in cans and half-litre bottles, will initially be backed by a promotional campaign involving extensive sampling.

Britvic marketing director Steve Kay says TV advertising is being considered, but not in the short term.

It is not clear whether Red Card is an energy drink, designed to give a short-term energy boost like the Austrian drink Red Bull, or an isotonic drink which aims to replace fluids lost when exercising.

Lucozade was recently relaunched with new flavours, packaging and formulations for Lucozade Sport, while Lucozade Energy and Lucozade Gold have been repackaged.

The Positive Energy campaign, running on TV, posters and in cinemas, involves the biggest media spend for five years, according to SB.

Meanwhile, Gatorade, the drink which dominates the US and European sports drink markets, has recently been launched in the UK, by Quaker Oats. In the US, Gatorade commands 80 per cent of the sports drink market.

In a separate move, a drink called Aloe Ginseng will be distributed by Nature’s Store, the wholesale healthfood arm of Lloyd’s Chemist Group. It will be available from the Holland & Barrett healthfood chain.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here