GSK Nutritional Healthcare has appointed Sledge for a two-part event to introduce the company’s 2010 brand plans to its own sales and brand teams and then to business partners.

The first part of the event, which has already happened, was a two-day commercial briefing for 250 delegates from GSK.

The second part of the event, the trade presentations, is an experiential installation enabling the brands to engage, educate and interact with business partners over a three month period. It is expected that buyers and other key contacts from over 70 customers will interact with the experience over the eight-week period.

Nic Cooper, CEO of Sledge says: “These events are a great example of how experiential techniques can be used to engage and educate both internal and business audiences.”

GSK Consumer Healthcare is one of the world's largest over-the-counter consumer healthcare products companies. Its Nutritional Healthcare arm includes the well-known drinks brands Lucozade, Ribena and Horlicks.

GSK spokesman Tim Pemberton says that the internal event has “met our objectives – to communicate with our colleagues in an engaging and interactive way – and we are confident we can achieve this same high level of engagement with our business partners too.”