GlaxoSmithKline is kicking off its £21m investment programme for Lucozade Energy with what it claims is its "biggest ever" promotion for the brand.
Entitled Your Brain is a Weapon Load it like Lara', the push continues the energy drink's association with the Tomb Raider computer game icon Lara Croft.
The instant win on-pack promotion breaks this month and offers consumers the chance to win prizes which GSK believes will appeal to the brand's target audience of 18 to 35-year-old males and females.
Prizes include three Smart Roadster cars, 25 Tablet PCs and 5,000 Lucozade Energy-branded DJ headphones.
Support for the campaign will include the posting of 4,000 posters nationwide and full colour advertising will appear in the Metro newspaper from now until the end of the promotion in July. A sponsorship package has also been agreed with Virgin Radio's breakfast show.
Customer marketing controller Alistair Pond said: "The objective is to drive the frequency of consumption and increase penetration.
"This will build on the success of last year's Gone a bit Lara?' promotion which resulted in the brand achieving its highest ever value sales. Our research indicates this surge was a result of an additional 200,000 consumers buying into the brand."
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Entitled Your Brain is a Weapon Load it like Lara', the push continues the energy drink's association with the Tomb Raider computer game icon Lara Croft.
The instant win on-pack promotion breaks this month and offers consumers the chance to win prizes which GSK believes will appeal to the brand's target audience of 18 to 35-year-old males and females.
Prizes include three Smart Roadster cars, 25 Tablet PCs and 5,000 Lucozade Energy-branded DJ headphones.
Support for the campaign will include the posting of 4,000 posters nationwide and full colour advertising will appear in the Metro newspaper from now until the end of the promotion in July. A sponsorship package has also been agreed with Virgin Radio's breakfast show.
Customer marketing controller Alistair Pond said: "The objective is to drive the frequency of consumption and increase penetration.
"This will build on the success of last year's Gone a bit Lara?' promotion which resulted in the brand achieving its highest ever value sales. Our research indicates this surge was a result of an additional 200,000 consumers buying into the brand."
{{MARKETING }}
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