GSK has launched new variants for its Lucozade Sport and Ribena ranges.
Its Lucozade Sport brand has teamed up with Jenson Button and the Vodafone McLaren Mercedes team to launch a range of specialised sports drinks. Champions Choice is a blend of glucose and electrolytes for improved physical performance with added caffeine for mental performance and is available in Mango & Passionfruit and Lemon & Lime (rrp £1.39). GSK is targeting the UKs 2.58m F1 fans and expect the launch to drive significant penetration and sales in the Sports and Energy Category. Champions Choice will be backed by a £1m marketing investment including outdoor, digital and PR. F1 POS is available.
GSK is also hoping to capitalise on the demand for more exotic flavours with the launch of two tropical Ribena SKUS. Ribena Mango & Lime and Pineapple & Passion Fruit are available to order now in 99p price marked packs and standard packs (rrp 99p). The launch will be backed by a £1.2m investment including outdoor, digital, in store and sampling. POS materials including tropical themed FSDUs are also available.
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