Lucozade Hydro Active is launching an exercise program aimed at encouraging people to stay active during the winter months. The campaign aims to target gym-goers who take up exercise in the New Year, but lose motivation once the initial enthusiasm wears off.
The Lucozade Hydro Active Virtual Trainer, which launches at the end of the week, has been created by integrated agency Billington Cartmell (BCL) in partnership with FitPro and music by DJ, Nicky Holloway.
The workouts are free and are available on the GlaxoSmithKline brand’s new fitness site www.lucozade.com/fitness.
It is being supported by an integrated campaign, which includes online, specialist press advertising, on-pack communication and point of sale material within gyms. MediaCom handled the media planning and buying.