Rajasthan Royals teams up with Glaxo for energy drink
GlaxoSmithKline (GSK) the makers of Boost and the IPL champions Rajasthan Royals are coming up with an energy drink for the Indian market. GSK’s product Boost was the brand partner for Rajasthan Royals in the first edition.
The energy drink will be formulated by the John Gloster the physio of the Royals. GSK will ride on IPL’s popularity to get the drink going. The drink could be a long-term affair or a limited time edition as long as the tournament lasts. Maltova, Viva and Horlicks are the other energy drinks from GSK.
Launched in 1975, Boost enjoys 13% market share in the malt based energy drinks. It brinks in 2000 crore annual revenues. This new drink can be under the name of Boost like a Boost+ or something totally different.
Association of Boost with cricketers is nothing new. It started with Kapil Dev. Then it introduced Sachin Tendulkar into the frame along with Kapil Dev. They slowly phased Kapil out and Sachin ruled it for a while. Virender Sehwag did a little cameo. Then they introduced Dhoni into the frame along with Sachin. The next might be to phase out Sachin and rule it with Dhoni.
With Sohail Tanvir and Shane Watson out of the second edition of IPL, Rajasthan Royals would need a lot of these drinks along with some entertainment and yoga from Shilpa Shetty.
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[...] print ads and TV ads. It is IPL season and everybody wants to cash in on this mania. There was a similar kind of deal from Boost where it has teamed up with Rajasthan Royals.Where a new exclusive drink was planned to [...]