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By John Glenday, Reporter

January 7, 2013 | 2 min read

GlaxoSmithKline has launched a £9m television campaign geared toward promoting Lucozade Sport’s key proposition that it hydrates and fuels the body more efficiently than water.

Designed by Grey London it dramatizes a battery of scientific tests conducted under laboratory conditions in which a group of 24 runners were pitched into a head to head performance challenge - with half given water and the remainder Lucozade Sport.

Each participant was instructed to run until the point of exhaustion whilst being monitored by clip-board wielding GSK scientists, with only those quaffing Lucozade Sport still jogging at the end of the test.

A mass digital/social media campaign will be run in conjunction with the TV spot.

Simon Freedman, Brand Director for Lucozade Sport, said: “There is huge growth potential for the Sports Drinks category and Lucozade Sport, the UK’s No.1 Sports Drink brand, is perfectly placed to drive it. Forming part of a heavyweight marketing campaign for 2013, this will really bring the Lucozade Sport ‘hydrates and fuels you better than water’ claim to life and reinforce how we are combining our scientific expertise with product innovation to help athletes across the UK and Ireland to improve their sporting potential through nutrition.”

In addition Lucozade Sport is also partnering with Olympic gold medallist Mo Farah throughout January to offer one lucky purchaser of the energy drink the chance to travel to Oregon for a personal training session with the long distance runner.