GSK is proud to have been awarded the Federation Gold Medal for the Grocery Brand of the Year for Lucozade. This is a fantastic achievement and GSK would like to thank all its customers for their continued support.
Its iconic Lucozade brand has had an exceptional year despite the challenging summer.
The Lucozade brand, which includes Lucozade Energy and Lucozade Sport, grew by almost 17% to pound;213m in the year to August – the eighth consecutive year of double digit growth. The brand has added pound;12.7m to the wholesale channel over the past year.
GSK has been so successful with Lucozade because it is responding to market trends and consumer needs, while also working with retailers to ensure the continued growth of the soft drinks category.
Last year saw a raft of new product innovation and heavyweight marketing investment for the Lucozade brand. Lucozade Sport introduced three new products and invested pound;10m in advertising the brand in 2007, including a radio partnership with Talk Sport, advertisements in sports magazines and the national press and an outdoor poster campaign.
Lucozade Energy put pound;8.25m behind the brand’s “Get Your Edge Back” integrated marketing campaign. Designed to create an unprecedented demand for Lucozade Energy, activity included cinema, outdoor, online, press, mobile, radio, on pack and instore advertising, as well as a brand experience road show.
The next 12 months look set to be an exciting time for GSK and its Lucozade and Ribena brands.