Roche plans extensions for Pro-Plus

Pharmaceutical giant Roche Products is considering extending its Pro-Plus brand into other areas, including a caffeine-based energy drink.

Richard Hollies, marketing manager for Pro-Plus, says: “With a product that is growing more than 50 per cent a year, it would be strange not to leverage it. But there are no specific plans at the moment.”

In 1993, the energy drink market was worth 65.9m, by 1997 it had risen to 93.8m, according to figures from Datamonitor. The research shows that entrants to the market, such as Red Bull, have increased consumer demand for energy drinks rather than stealing share from established players, such as SmithKline Beecham’s Lucozade.

Roche unveiled an ad campaign to support Pro-Plus in March through agency Beeching Dowell Stubbs. It uses the strapline: “Live life on the edge without dropping off” (MW March 26).

The company has recently re-appointed WCRS to support its Sanatogen vitamin brand, following a three-way pitch. It is understood that the advertising will target men.

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