Across the Lucozade Energy portfolio, brand owner GlaxoSmithKline is rolling out a three-month ‘Win an adventure everyday' on-pack promotion, starting from 1 March. Consumers who purchase a bottle will be directed online to enter the on-pack promotional code.
The promotion forms part of a £10m investment in Lucozade Energy this year that will also include TV and radio advertising, created by M&C Saatchi.
Winners will be able to choose from one of 10 adventures, including husky racing and hang gliding, to circumnavigating the Cayes of Belize or trekking through the Sahara Desert.
GlaxoSmithKline is also putting its money behind its sports nutrition range, under the Lucozade Sport banner. The company launched a 35-product nutrition range last April, which has since been endorsed by brand ambassadors including rugby forward James Haskell and Commonwealth medalist Liz Yelling.
Lucozade Sport has now launched three new impulse products aimed at strengthening its range, with the introduction of a Pro Muscle "all-in-one" carbohydrate, protein and creatine bar, a body fuel carbohydrate energy bar and body fuel jelly babies.
When the range was initially launched last year, it was pitted against brands such as Maximuscle, with Lucozade also looking to widen its reach to groups such as women and sports novices, in a traditionally male-focused category.
GlaxoSmithKline is also preparing a marketing push for its Lucozade Alert Plus brand from next month. The energy shot, which launched last autumn in the UK, has a 32% share of the energy shot category, according to Nielsen.
The brand is to invest £5m in marketing for the energy shot brand, which will include TV, outdoor and point-of-sale.
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