LONDON—GlaxoSmithKline Nutritional Healthcare has hired Cohn & Wolfe to implement a consumer-focused campaign to promote the Lucozade Energy brand, following a three-way pitch.
Lucozade Energy is the number one energy drink brand in the U.K. and has been shown to help maintain concentration, focus and alertness, which underpins a “brain and body energy” claim in the company’s marketing activities. Cohn & Wolfe has been retained to educate consumers on the relevance of Lucozade Energy and its revitalising role in specific circumstances, such as driver and work fatigue.
The PR program includes national and regional media relations activity, and celebrity endorsement, as part of an overall £5.2m marketing campaign that involves experiential, sampling and advertising, and kicks off in July. A combined team of consumer and corporate affairs specialists will be led by Cohn & Wolfe consumer director Claire Mann and corporate affairs director Stephen Doherty.