LUCOZADE SPORT IN F1 LINK-UP FOR NEW LINE
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GSK is hoping to rev up its sluggish lucozade sport brand with a new line fronted by F1 ace Jenson Button.
Champions Choice, which contains caffeine and comes in mango and passion fruit and lemon & lime flavours (rsp: £1.30/500ml), is rolling out now in a limited-edition silver bottle backed by £1m spend including TV.
While the sports and energy market has risen 8.5% by value, Lucozade Sport has fallen 5.2% despite £15m relaunch in January 2012 [Neilsen 52 w/e 13 October 2012]. GSK's drinks business is under review.
GSK is also extending Ribena with mango and lime and pineapple and passion fruit RTD drinks backed by a £1.2m push.
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