GlaxoSmithKline and Grey London launch new Lucozade campaign

GlaxoSmithKline has announced the launch of a major new advertising campaign for its sports drink brand Lucozade, with the aim of promoting its health benefits.

The TV campaign cost nine million pounds and features a commercial designed by Grey London, showing a group of athletes undergoing scientific tests to assess the advantages the drink can provide compared to water, reports The Drum.

Digital/social media awareness initiatives will be run in conjunction with the TV spot, while the brand is also allying with British Olympic athlete Mo Farah in special promotional activities.

The aim of the new campaign is to demonstrate how GlaxoSmithKline's scientific expertise and product innovation contribute to making Lucozade an effective hydration option.

Simon Freedman, brand director for Lucozade Sport, said: "There is huge growth potential for the sports drinks category and Lucozade Sport, the UK's number sports drink brand, is perfectly placed to drive it."

The drink is already backed by a number of high-profile athletes, including Louis Smith, Ashley Young and Phillips Idowu, as well as the Barclays Premier League and Vodafone McLaren Mercedes Formula 1 team.