Lucozade turns to RED for Sport drink accessibility

The RED Consultancy has been hired by SmithKline Beecham to handle its Lucozade Sport brand.

The appointment follows that of Hill & Knowlton earlier in the year to handle Lucozade Energy (PRWeek, 5 May). Both brands were formerly held by Bell Pottinger Public Relations.

Three agencies pitched for the Lucozade Sport work.

RED has a brief to promote the brand to consumers and the trade. Lucozade Sport is designed to be complementary to exercise. It targets people participating in sport at every level - from elite athletes to Sunday league footballers.

David Fuller, RED princpal director, will head the account, reporting to marketing manager Fiona Labram.

The brief also includes PR support for Lucozade Sport's sponsorship rights, including the FA Premier League, England Rugby Football Union, the Amateur Rowing Association and the London Triathlon. Former England captain Alan Shearer is the brand's official ambassador.

Fuller said: 'Our campaign focuses on building belief in a product with a formidable scientific basis, to help establish understanding of Lucozade Sport's genuine product benefits.'

Lucozade Sport is an isotonic drink, which means it replaces fluids and salt lost by the body during exercise. The range includes carbonated drinks and powder sachets.

RED account handler Mike Morgan said he didn't think winter was a bad time to begin a soft drink campaign 'because Lucozade Sport is aimed at all athletes, who play sport all year round'.

The sports drink sector showed a rise of 40 per cent in volume and sales in the last two years, said AC Nielson 2000.

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