SOFT DRINKS: Lucozade issues call to team up with Owen

Lucozade Sport, the isotonic drink from GlaxosmithKline, is set to run its biggest on-pack promotion around Michael Owen since signing the England and Liverpool striker last year.

The promotion, via Billington Cartmell, aims to leverage the brand's status as the official sports drink of the FA Premier League.

Called Team up with Owen, the activity gives 20 winning consumers the chance to spend an afternoon training with Owen. One of them will be given the opportunity to win up to £50,000 in a penalty shoot-out.

Promotions will appear on 500ml and 600ml singles and multipacks and the new sports cap pack. Point-of-sale activity will support the push in-store.

Staff incentive schemes are also running at certain stores to boost the promotion. Retail outlets achieving the highest sales volumes will win a place at the Owen event.

Budget for the campaign forms part of the £20 million support package allocated for Lucozade Sport this year.

The push breaks in the first week of September and is timed to coincide with the early part of the football season.

Lucozade Sport's strategy since it launched in 1990 has been to position itself as the drink of athletes. It also sponsors rower James Cracknell and England footballer Alan Shearer, but Owen is key to the brand's promotional strategy.

- Discovery Foods has appointed Billington Cartmell to its below-the-line account following a pitch via the Marketing Communications Consultants Association (MCCA). The agency has been briefed to work on a 12-month programme spanning point of sale, consumer literature and other promotions.

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