Effectiveness 08 - Marketing Week

19 MWEA_BOTN_BESTMEDIA_p19_tpw:Layout 1 3/10/08 16:29 Page 57BEST USE OF MEDIAWINNERLucozade SportGlaxoSmithKline, Nutritional HealthcareSHORTLISTBRANDCOMPANYBRANDCOMPANYBRANDCOMPANYPlant This LetterHonda Lawn & GardenReaching The Hard ToReachBookstartX-Factor SponsorshipThe CarphoneWarehouseSports and energy drinks have benefited fromincreased consumer interest in the link between dietand health, and the tendency to adopt healthierlifestyles including some form of exercise. As theUK’s leading Sports Nutrition brand, and with aheritage of fuelling elite performance andencouraging grass roots participation, LucozadeSport is ideally placed to support GlaxoSmithKline,Nutritional Healthcare’s mission to “help peopleenjoy active lives”.The main audience focus is segmented into twoidentifiable sets: “Competitive Warriors” and“Sports Participants”. Competitive Warriors arepeople who take sport very seriously, are verycompetitive and will actively seek out advantagesagainst their competitors. Sports Participants arepeople who like playing sport but are not ascompetitively driven.GSK’s activity is wide and varied but all activityis focused into one or more of the threecommunications tasks: “Before” – getting involvedLucozade Sport isideally placed to“help people enjoyactive lives”with preparation so the product would beconsumed before sport; “Fuel” – giving the productfunctionality and scientific credentials to raisecredibility; and “Edge” – proven to make the smallbut meaningful difference in sport.In terms of direct competition, Red Bull spendsapproximately twice as much as Lucozade Sport,Powerade approximately half as much andGatorade has no detectable expenditure. LucozadeSport has delivered an incremental £15m to thebottom line over the period January 1 2007 to theend of April 2008.The 10th Annual Marketing Week Effectiveness Awards 57