Hill and Knowlton has been appointed on fees close to six figures
to handle UK consumer PR for Lucozade Energy, the glucose drink.
The account was won in a pitch against incumbent agency Bell Pottinger
Green Moon, which had held the account for two years.
It will be serviced by Hill and Knowlton’s youth marketing division, and
headed by Rebecca Rhodes, senior account director. She reports to
Lucozade senior brand manager Claire Woodward.
Lucozade is made by pharmaceutical giant SmithKline Beecham. At present,
it is the only SmithKline Beecham account held by WPP-owned Hill and
Knowlton.
The brand has seen a shift in its positioning over the last few years
from a glucose drink commonly associated recuperation from illness, to
an energy drink with a sporty image.
Last year Lucozade began a successful advertising campaign using Lara
Croft, the curvaceous heroine of the Tomb Raider computer games.
This association has continued with a new pounds 9.8 million advertising
campaign launched this month. The campaign was created by Ogilvy, which
is also owned by WPP.
Hill and Knowlton’s campaign will focus on the ’refreshing pause’
strapline of the television commercials, aiming to create hype around
the campaign.
The agency will also work on getting coverage for various Lucozade
on-pack promotions which are set to take place over the summer.
