Lucozade Sport Launches New Rugby Player Focussed Marketing Campaign

GlaxoSmithKline Consumer Healthcare (GSK)'s sports drink brand, Lucozade Sport has launched a £1 million marketing campaign featuring three leading rugby ambassadors from England, Scotland and Wales – Chris Robshaw (England), Richie Gray (Scotland) and Leigh Halfpenny (Wales). 

The latest advertising campaign focuses on the Lucozade Sport continues to bring to life its ‘hydrates and fuels you better than water’* claim. 

To further promote its commitment to sporting performance, the makers of Lucozade Sport are also launching a competition to reward the best performing amateur rugby players in England. The ‘England Call Up’ competition will enable consumers to nominate their top performer for the chance to win England tickets and a season’s supply of Lucozade Sport for the winner’s club.

Simon Freedman, Brand Director for Lucozade Sport, said: “Our campaign reinforces how we are helping rugby players across the UK to improve their endurance performance by drinking Lucozade Sport instead of water before and during matches. We are heavily investing in digital and outdoor activation to drive Lucozade Sport’s new claim.”

Lucozade Sport as a brand is worth £94m. Sports and Energy is the fastest growing sector in the soft drinks category and is currently worth £1bn.