Best use of media: Lucozade Sport GlaxoSmithKline, Nutritional Healthcare

Sports and energy drinks have benefited from increased consumer interest in the link between diet and health, and the tendency to adopt healthier lifestyles including some form of exercise. As the UK’s leading Sports Nutrition brand, and with a heritage of fuelling elite performance and encouraging grass roots participation, Lucozade Sport is ideally placed to support GlaxoSmithKline, Nutritional Healthcare’s mission to “help people enjoy active lives”.

The main audience focus is segmented into two identifiable sets: “Competitive Warriors” and “Sports Participants”. Competitive Warriors are people who take sport very seriously, are very competitive and will actively seek out advantages against their competitors. Sports Participants are people who like playing sport but are not as competitively driven.

GSK’s activity is wide and varied but all activity is focused into one or more of the three communications tasks: “Before” – getting involved with preparation so the product would be consumed before sport; “Fuel” – giving the product functionality and scientific credentials to raise credibility; and “Edge” – proven to make the small but meaningful difference in sport.

In terms of direct competition, Red Bull spends approximately twice as much as Lucozade Sport, Powerade approximately half as much and Gatorade has no detectable expenditure. Lucozade Sport has delivered an incremental £15m to the bottom line over the period January 1 2007 to the end of April 2008.

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