Lucozade enters growing energy shot market

GlaxoSmithKline is the latest company to enter the energy shot market, with a £13m marketing investment supporting the launch of Lucozade Alert Plus.

Lucozade Alert Plus

The drink, which is aiming to appeal to students and people at work or on the go, will roll out from next month in a 60ml pocket size format and sell for £1.49.

Lucozade Alert Plus will be supported by an initial £6m marketing campaign which includes heavyweight TV, digital, outdoor, experiential sampling/engagement and PR. The ads, created by M&C Saatchi, will debut in October.

The brand is being positioned as helping mental performance, focus, memory and alertness. It contains B-vitamins and caffeine, with no added sugar and containing two calories.

GSK estimates the energy shots market will be worth £114m in the UK by 2013.

The latest launch closely follows the entrance of Ubershot into the growing sector. Owned by London-based Uber Drinks, it has appointed Cake to handle its launch marketing campaign

Other brand already in the UK market are Quick Energy, owned by US drinks company Viva Beverages and Coca-Cola’s Relentless Shots. Red Bull is also expected to launch its shot variant into the UK market.

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