GlaxoSmithKline is launching a major £12m marketing campaign for its Lucozade Energy brand with the activity tying up with its sponsorship of reality show Big Brother.
Lucozade Energy will become the first major grocery sponsor of the Channel 4 programme which is due to return to screens for its tenth year on June 4. Last year, the show was sponsored by Virgin Mobile and previously Carphone Warehouse’s Talk Talk brand.
M&C Saatchi has devised new creative and Big Brother TV idents as part of a wider integrated marketing campaign.
Plans also include a promotion that will give consumers the chance to win once in a lifetime physical challenges across the globe.
The marketing activity will aim to drive sales over the key summer sales period.
Jennifer Hall, Lucozade Energy senior brand manger, says: “Research shows that the Big Brother audience indexes highly with regards to their likelihood to purchase and consume energy drinks.”
The sponsorship deal will see the drink brand have a presence across all the main shows on Channel 4, E4 spin off shows Big Brother’s Big Mouth and Big Brother Little Brother, the main Big Brother site on Channel4.com, TV and PC VoD.