GSK plans to launch Lucozade in US

GlaxoSmithKline is poised to launch energy drink Lucozade in the US as it looks to globalise the brand.

The FMCG company is said to be in advanced talks with a prospective distributor to introduce the drink the US.

The move will pitch Lucozade against Coca Cola’s Powerade and PepsiCo’s Gatorade energy drinks.

John Clarke, head of consumer healthcare, has said that GSK plans to globalise the brand, which had sales of £376m last year, predominantly in Britain.

GSK also plans to roll out the brand to emerging markets including Brazil, Mexico and India.

Earlier this month, GSK put Lucozade’s estimated £10m advertising business up for pitch and invited roster agencies M&C Saatchi and Ogilvy to repitch for the business.

The pitch follows the launch of an outdoor advertising campaign featuring England and Liverpool player, Steven Gerrard, as part of its World Cup themed push.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here