GSK is hoping to boost sales of its Lucozade Sport brand with a big push at this weekend’s London Marathon.
The company, official sponsor and sports nutrition supplier of the marathon for the past 12 years, would use the event to “educate and excite” consumers on the scientific benefits of sports and energy drinks, it said.
Activity will include footballer Alex Oxlade-Chamberlain handing bottles to runners, who will be played music voted for on Lucozade Sport’s Facebook page.
Following the tragedy at the Boston Marathon, GSK said it was working with organisers to deliver its activity as planned.
Sales of Sport have fallen 5.2% y-o-y [Nielsen 52 w/e 13 Oct 2012] .