Glaxose D: Discovering the undercover enemy

Bitop Das Gupta

Campaign details

Brand Owner: GlaxoSmithKline Consumer Healthcare Bangladesh
Lead agency: Grey Advertising Bangladesh
Brand: Glaxose D
Country: Bangladesh
Industry: Non-alcoholic, soft drinks
Media: Point-of-purchase, in-store; Television
Budget: 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. The intention of becoming a branded glucose product was to become a part of people's daily life and provide instant energy, recharging them whenever their energy ran down. It positioned the brand for middle-income and upper-middle-income people who don't want to stop due to fatigue when working.