GSK is hoping to rev up its sluggish Lucozade Sport brand with a new line fronted by F1 ace Jenson Button.
Champions Choice, which contains caffeine and comes in mango & passion fruit and lemon & lime flavours (rsp: £1.30/500ml), is rolling out now in a limited-edition silver bottle backed by a £1m spend including TV.
While the sports and energy market has risen 8.5% by value, Lucozade Sport has fallen 5.2% despite a £15m relaunch in January 2012 [Nielsen 52 w/e 13 October 2012]. GSK’s drinks business is under review.
GSK is also extending Ribena with mango & lime and pineapple & passion fruit RTD drinks backed by a £1.2m push.