GSK lures McCain marketer to head drinks business

Daniel Rogers

October 02, 2003

How long?

1 minute

GSK lures McCain marketer to head drinks business

The McCain Foods marketer who masterminded the brand's recent £15m repositioning campaign has been poached by GlaxoSmithKline to run its Lucozade, Ribena and Horlicks brands.

Julie Leivers will join GSK Nutritional Healthcare on November 3 in the new position of vice-president, marketing and innovation.

She replaces marketing director for consumer healthcare Peter Harding, who was promoted to run the company's Ireland office at the beginning of the year (Marketing, January 30).

Leivers began her career with spells at Coca-Cola & Schweppes Beverages and PepsiCo Foods, as marketing controller and group product manager respectively.

In August, she announced that McCain Foods would employ the tagline 'Chin up', positioning its products as the antidote to life's little hiccups (Marketing, August 28).

GSK has been gradually shifting the emphasis of its soft drinks marketing toward functional claims (Marketing, August 14).

Topics

Marketing