Energy drink brand Lucozade Alert has been relaunched in cans, and a £2m marketing campaign has been promised to support the move.
Lucozade has consistently been the number two energy drink, behind Red Bull, in the on-trade, but brand owner GlaxoSmithKline (GSK) has admitted it got the format of Alert wrong since its original launch just last year.
Alert is a 'mental stimulation drink', with a caffeine base designed to improve mental stimulation, as opposed to physical. The new 250ml can is more in line with consumers' expectations of such a drink, according to GSK, and designed to differentiate it from the rest of the Lucozade range.
The advertising campaign, which will include outdoor and online activity, will run between May and June. The website, www.lucozade.com/alert, will feature a number of mentally stimulating challenges testing memory, reaction times, logic and speed.
Lucozade brand manager Alex Saunders said: "We have seen excellent incremental sales since Lucozade Alert launched last year and are confident that the move to a can format, coupled with the 2009 support program, will communicate the benefits of Lucozade Alert to consumers and ultimately stimulate retail sales."