Developed specifically for UK consumers and underpinned by GSK’s expertise and market credibility, Lucozade Alert Plus will be instrumental in building a £114m energy shots category in the UK by 2013.
From October, Lucozade Alert Plus Orange will be available across the trade in a 60ml pocket-size format and comes in 12x60ml shelf-ready packaging. RRP is £1.49.
The new shot contains energy-releasing B vitamins and caffeine. It contains no added sugar and has only two calories. The company says Lucozade Alert Plus is designed for people who are looking for a fast-acting addition to their energy purchase and are in need of a portable, mental boost.
The launch of Lucozade Alert Plus will be supported by a £6m marketing campaign that will include heavyweight TV, digital, outdoor, experiential sampling/engagement and PR. The activity kicks off from October.
Alex Saunders, Lucozade Alert Plus brand manager, said: “Lucozade is the ideal brand to explode this new, innovative energy shots category in the UK. Lucozade currently accounts for almost two thirds of consumer spend on the leading energy brands, and with the massive £6m marketing investment we’re making, we expect Lucozade Alert Plus to be in huge demand from consumers who want to ‘sharpen up fast’.”
Source: Lucozade
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