Glaxose D: Discovering the undercover enemy

This case study describes the process by which Glaxose D, a 99.6% glucose powder brand from GlaxoSmithKline Consumer Healthcare Bangladesh Ltd, was introduced into the Bangladesh market as the sole glucose-only brand.

Glaxose D: Discovering the undercover enemy

Bitop Das Gupta

Campaign details

Brand Owner: GlaxoSmithKline Consumer Healthcare BangladeshLead agency: Grey Advertising BangladeshBrand: Glaxose DCountry: BangladeshIndustry: Non-alcoholic, soft drinksMedia: Point-of-purchase, in-store; TelevisionBudget: 500k - 1 million

Market background and cultural context

Glaxose D, a 99.6% glucose powder brand, was introduced by the consumer healthcare division of GlaxoSmithKline Bangladesh Ltd in 2011. Previously, it was present in the market for a long time as a generic glucose product named Dextrose Monohydrate (pure glucose powder) and was used for therapeutic purposes....

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