Power-packed launch

- Last updated on GMT

Related tags: Caffeine, Energy drink

SmithKline Beecham (SKB) has launched Solstis, an energy drink, under the Lucozade brand name. According to SKB, over the last five years the...

SmithKline Beecham (SKB) has launched Solstis, an energy drink, under the Lucozade brand name.

 

According to SKB, over the last five years the £117million sports/energy category of the soft drinks market has developed into two distinct product sectors - energy drinks and stimulation or "smart" drinks.

 

Richard Warrington, leisure/ catering category manager at SKB, said: "With ever-increasing pressure on time, consumers of all ages are turning to 'smart' drinks to help them make the most of their time. Solstis fulfils a wide variety of consumer needs - whether as an alternative to alcohol when pubbing or clubbing or a drink to boost their energy during the day."

 

The drink is glucose based and also contains caffeine, guarana extract, energy vitamins and taurine.  The launch is being supported with a £2million multi-media communications package on the theme "Solstis - Don't miss a thing". Radio ads running during May and July will focus on situations where Solstis is intended to boost alertness. Ads will also appear in male lifestyle titles such as GQ and a sampling campaign will reach 250,000 people.

Related topics: Legislation

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