GSK plans to launch Lucozade in US
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GlaxoSmithKline is poised to launch energy drink Lucozade in the US as it looks to globalise the brand.
The FMCG company is said to be in advanced talks with a prospective distributor to introduce the drink the US.
The move will pitch Lucozade against Coca Cola’s Powerade and PepsiCo’s Gatorade energy drinks.
John Clarke, head of consumer healthcare, has said that GSK plans to globalise the brand, which had sales of £376m last year, predominantly in Britain.
GSK also plans to roll out the brand to emerging markets including Brazil, Mexico and India.
Earlier this month, GSK put Lucozade’s estimated £10m advertising business up for pitch and invited roster agencies M&C Saatchi and Ogilvy to repitch for the business.
The pitch follows the launch of an outdoor advertising campaign featuring England and Liverpool player, Steven Gerrard, as part of its World Cup themed push.
YouGov Insight:
· The sectors within the sugar confectionery market are experiencing very different fortunes, sweets showed impressive growth, gum suffered a dramatic loss of sales in 2009 and mints are in a long term decline.
· Sales of the Rowntree brand grew by around 9% in 2009 versus 2008, with the launch of Randoms in May 2009 making a significant contribution.
· The Haribo brand is strongly targeted towards children and accounts for around a quarter of all sales in the gums & jellies sector.
· In August 2009, Tangerine’s Sherbet Fountain was relaunched with all natural colours and flavours and a new re-sealable plastic tube. As a result of the relaunch sales volumes have increased by around 20%.
· Perfetti Van Melle claims to be the world’s sixth largest confectionery product. In the UK, its sweets brands are Chupa Chup and Fruittella.
Readers' comments (1)
Anonymous | Thu, 24 Jun 2010 10:47 pm
I guess GSK Consumer Healthcare is really getting deperate trying to globalise this product!
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