England striker Michael Owen is set to lead the attack in an on-pack promotion for energy drink Lucozade Sport.
Rolling out now and running throughout the Euro 2004 championships, promotional packs will flag up the ‘Are you ready to win £1m?’ offer. Each indicates a ‘Michael Owen match minute’ for one of the six potential matches that England could
play, as well as a potential cash prize, which ranges from £5 to £1m. Participants text their details to register and, if the striker scores a goal in that minute, they win the prize stated. Owner GlaxoSmithKline is investing £2m to back the promotion with newspaper advertising next month, PoS material, and TV commercials which feature Owen.