This trusted energy drink boasts a legacy that stretches back to 1933 when it was established under Glaxo. In 1944, it became a part of Kraft Heinz, the American company, alongside familiar brands like Complan and Nycil. Today, Glucon D finds its home within Zydus Wellness, an Indian consumer wellness company founded in 1988. Zydus Wellness has since expanded its portfolio with other well-known brands. In 2019, they strengthened their position by acquiring Heinz India, bringing Glucon d, Complan, and Nycil under their wing.
The science behind Glucon D
Glucon D is marketed as a dual-action solution for combating harsh summers: providing Instant energy and a refreshing cooling effect. Let’s get into the science behind it:
- Energy boost: Glucon D is primarily composed of glucose (dextrose), the simplest form of carbohydrate. Our bodies readily absorb glucose, making it a quick and efficient source of energy. Upon entering cells, glucose undergoes cellular respiration, producing ATP, which powers all bodily functions.
- Cooling effect: Glucon D is marketed as having a cooling effect due to the endothermic nature of dextrose. Endothermic processes absorb heat from the surrounding environment. However, the amount of heat absorbed by dextrose during dissolution is likely minimal and does not affect the overall body temperatures. The refreshing taste and potential for a slightly cooled mouth feel upon consumption contribute to the perception of a cooling effect.
Glucon D is available in various flavors like Glucon D Original, Glucon D Volt, Glucon D Tangy Orange, Glucon D Orange Blast, Glucon D Nimbus Paani, Glucon D Aam Panna.
Targeted Marketing by The Brand
Glucon D’s strong marketing strategy is the key to its dominant position in the Indian energy drink market. It targets both high-end and low-end users. Furthermore, their marketing efforts intensify during scorching summer months, strategically reaching the target audience through television and radio commercials. It has also maximized its reach through traditional marketing.
Glucon D’s advertising features children and sports themes. They portray the sun as an antagonist, draining people’s energy with a straw. One such campaign is its “Khel Se Pehle Glucon D” (Glucon D before play). This ad showcases a young girl who drank a glass of Glucon D, and remains active and hydrated while her friends succumb to the summer heat. It emphasizes preventive action, ensuring energy before exhaustion sets in.
Capitalizing on the peak summer season, Glucon D launched another successful campaign in 2017 titled “Sirf Paani Nahi, Glucon D waala Paani” (Not just Water, Glucon D Water). This is McCann Erickson creation follows creation follows a group of kids playing kabaddi. One child maintained his energy throughout the game and revealed that he drank Glucon D before the game. The ad effectively positions Glucon D as more than just a hydrating drink but also an energy booster for active lifestyles.
A Trademark Battle
Dabur India, an Ayurvedic and natural healthcare company launched its glucose drink in 1989 under the brand name “Glucose D” with packaging resembling Glucon D. In July 2002, Glucon D filed a lawsuit against Dabur for infringement of the trademark and copyright in civil court at Gurgaon, India. The trial court rejected their plea and consequently, an appeal was made to the Punjab and Haryana High Court. The high court dismissed the appeal. Finally, Glucon D filed the case in the Supreme Court. Dabur argued before the use of the generic term “Glucose-D” but the Supreme Court sided with Glucon D. The Supreme Court recognized Glucon D’s long-standing use, since 1940 of both the brand name and its distinctive packaging with a happy family image. The court found the overall similarity of the packaging, including the color scheme to be potentially misleading to the consumers. Interestingly, the injunction only restricted Dabur from using the specific packaging, allowing them to retain the generic term “Glucose D” in the product name. This case highlights Glucon D’s commitment to protecting its brand identity, built over decades of marketing and consumer trust.
Glucon D’s journey from its origin to its current position as one of the leading energy drink brands in India is due to its effective and strategic marketing. From its focus on glucose as an energy source to its clever campaigns targeting children and active lifestyles, Glucon D has carved a niche for itself in the Indian market.
Feeling Drained? Want to grab a glass of Glucon D?