The new advertising campaign, Last Men Standing, will see the introduction of the new scientific claim, that ‘Lucozade Sport hydrates and fuels you better than water’.
The claim is based on actual scientific tests, which have been dramatised and brought to life in the new TV advert.
Set in laboratory conditions, 24 athletes go head to head in a performance challenge, half fuelled by Lucozade Sport and half by water. Monitored throughout by GSK scientists, the athletes run until they reach the point of exhaustion, and only participants on one team, fuelled by Lucozade Sport, are left.
Alongside the TV advertising, there will be a mass digital campaign through social media and the Lucozade Sport key sporting partners.
GSK’s R&D team worked closely with the advertising agency to ensure that the advert is as close to an actual dramatisation of the real tests as possible.
The Lucozade Sport scientists were on site at all times to ensure the advert was authentic and effectively demonstrates the scientific benefits to consumers.
Source: GSK Consumer Healthcare
© FoodBev Media Ltd 2024