Lucozade stays Alert to stimulus

13 March, 2009
Page 14 

Sports and energy drink brand Lucozade has repackaged its latest offering, Lucozade Alert, into cans to bring it more in line with consumers' perceptions of mental stimulation drinks.

The move to a 250ml slim can is designed to show how it differs from the rest of the Lucozade range. Lucozade Alert is the first dedicated mental stimulation drink from the makers of Lucozade and is designed to provide mental as opposed to physical stimulation. It contains caffeine to sharpen mental performance and stimulate the mind. The Lucozade Alert 250ml cans are available in cases of 12.

The company is also offering a promotion on its Lucozade Energy brand, which will give consumers the chance to win 1,000 every day for three months. The on-pack promotion will be supported by an 8m media campaign.

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