Bale, Oxlade-Chamberlain Front Sport Drink Lucozade's $6M 'I Believe' Campaign

Sport and energy drink manufacturer Lucozade Sport is launching a £4M ($6M) campaign "to educate consumers about how the brand can help improve people's sports performance," according to Loulla-Mae Eleftheriou-Smith of MARKETING MAGAZINE. The campaign features footballers and brand ambassadors Gareth Bale and Alex Oxlade-Chamberlain. The ''I Believe'' work uses the strapline, "Hydrates and fuels you better than water," across close-up images of the two footballers "to push owner GlaxoSmithKline's association with sport." The campaign, created by Grey London, "launches later this week and will run across TV, digital and press platforms, including sampling activity." It launches with Bale "a hot topic in the sports world" (MARKETING MAGAZINE, 7/30).