Splendid to advise on high-energy drink

Lucozade has called in Splendid Communications to help reposition its flagship product, Lucozade Energy.

Performance: new Lucozade campaign
Performance: new Lucozade campaign

The win follows a four-way pitch and puts Splendid on the roster of preferred agencies for GlaxoSmithKline. Splendid is believed to have pitched against Weber Shandwick, Cake and Brando.

The six-figure account will support a major new campaign to connect with people working in physically demanding jobs such as construction workers, road cleaners and safety engineers. The aim is for Lucozade Energy to be seen as 'the brand behind British performance, powering physically active workers'.

Splendid MD Alec Samways said: 'In communicating to these people there's a certain amount of cynicism to overcome, but Lucozade sees PR as the key tool to communicate with this demographic.'

Launching in 2009, the campaign will follow a similarly themed billboard advertising drive and be underpinned by a CSR strategy that will see Splendid working with key institutional bodies.

The agency will also look to engage various media to highlight the importance of people working in physically active industries. In particular, Splendid will develop relationships with men's consumer media using creative concepts.

The account team of five is being led by account director Sarah Thornhill, reporting to head of food and beverages Niki Hunter.

Lucozade Energy has not used PR support in recent times, but has previously used Hill & Knowlton and Bell Pottinger PR.

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