GSK re-brands Lucozade sport variants
In a strategic move aimed at consolidating the Lucozade Sports brand in the market, GSK Consumers has re-branded the Lucozade Sport orange and lemon variants of the sports drink to be at per with global standard. The re-branding, both in content and packaging, was made known at an experiential media parley held last Sunday in Lagos.
In a strategic move aimed at consolidating the Lucozade Sports brand in the market, GSK Consumers has re-branded the Lucozade Sport orange and lemon variants of the sports drink to be at per with global standard. The re-branding, both in content and packaging, was made known at an experiential media parley held last Sunday in Lagos.
The two variants both contain three ingredients: water, electrolytes and carbohydrates. Lucozade Sport, an isotonic drink, is of the same concentration with body fluid, making for easy absorption into the human system and keeps the consumers going and faster when they are involved in any prolonged sporting activity.
The Lucozade Sport variants is now of global standard quality and ensures that consumers of the brand in the country enjoy the same high quality drink enjoyed by its consumers anywhere in the world. Explaining the rationale behind the re-launch, Kunle Faloye, brand manager, Lucozade Sport, noted that one of the reasons behind the re-branding exercise was to migrate from the old to the new packaging and align with the GSK global standard. Faloye added that the sport variants now in the Nigerian market were the same both in quality and packaging as the one associated with the English Premier League.
Speaking further, Faloye explained further that "Lucozade Sport contains three essential ingredients namely water, electrolyte and carbohydrates. It is an isotonic drink that helps you maintain activity by boosting your intake of carbohydrates, thus fueling your muscles. Of course, we all know that carbohydrate is the body's preferred source of energy during sports and are stored in the body within the muscles and liver as glycogen."
The re-launch exercise was followed by a mini tournament held at Fun Turf in Lagos between three teams: GSK team, Connect Marketing team and Sports Writers Association of Nigeria (SWAN) team. The SWAN team carried the day after the round robbing matches between the three teams. It would be recalled that Lucozade Sports in line with its brand promise of aiding performance in prolonged sporting activities is a supporter of the Nigerian Professional Football League. The drink is noted for tackling dehydration and fatigue in prolonged sports, and is the official drink of the Nigeria Premier League.
Source: Lucozade
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