Ex-Smirnoff marketer takes reins at Lucozade Energy

GlaxoSmithKline has hired former Smirnoff marketer Suzy Smith as the top marketer for Lucozade Energy.

Smith will be responsible for the Lucozade Energy brand, which includes its core drinks range, and will head a team of five people. She takes over the role later this month, and will report to Lucozade category marketing director Simon Kemp.

Smith replaces Cathy Garnett, who is on secondment at Fast Track, the independent sports marketing agency, which Lucozade has worked with since 1999. It is not clear what role Garnett will take when she returns.

GSK’s Lucozade Energy dominates the UK market. According to Mintel, it has a 38% share, with sales forecast at £243m for this year.

Lucozade recently launched a new variant to its existing portfolio of energy-boosting drinks, called Lucozade Alert.

The drink is available in Ireland and is expected to be introduced to the UK next year. It is aimed primarily at students and combines glucose, caffeine, ginseng and guarana.

In May, Lucozade launched Lucozade Sport with Caffeine Boost, designed to aid physical and mental performance. Other variants include Lucozade Sport and Lucozade Hydro Active.

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