GlaxoSmithKline (GSK), the maker of market-leading (with almost 20% share) sports nutrition brand, MaxiNutrition [Nielsen w/e 18.7.15], has unveiled a new campaign, worth £1.2m, to help capitalise on key sporting events and drive sales of its sports nutrition products.
Launching this month (September), the new campaign includes TV, digital, video on demand and in-store marketing activities featuring the brand’s England Rugby ambassadors – Chris Robshaw, Antony Watson and Courtney Lawes.
The campaign aims to target rugby fans as well as sports and fitness enthusiasts, and will centre on TV and digital advertising which will see the three England rugby ambassadors depicted in a stand-off with an army of Terracotta warriors.
Mandy Hennebry, category marketing director for Nutrition at GSK, comments: “The £51m sports nutrition category is growing at 17% year on year. With an increased focus in the UK on sporting events over the summer and autumn months this year the category offers a phenomenal sales opportunity.”