Lucozade Sport Research Task

Points to cover

History of the brand

Lucozade, (originally named Glucozade until 2 years after first release in 1927), started out as a sparkling drink made by Thomas Beecham; derived from glucose syrup to provide energy to those who are ill. Small sales were made with minor changes. This was until 1985 when Lucozade rebranded from "Lucozade - aids recovery" to "Lucozade - replaces lost energy". The change from a health drink to an everyday drink dramatically increased sales. Lucozade tablets were released the same year.

Aims of the campaign

Using the strapline "Hydrates and fuels you better than water", the 'I Believe' campaign plans to push owner GlaxoSmithKline (GSK)'s association with sport. The advert also fronted by controversial footballer Gareth Bale, who at the time had a record transfer from Tottenham Hotspur to Real Madrid, further increasing relevance of the advert.

The athletes involved are being used to showcase the claim that Lucozade Sport does in fact live up to the strapline, and 'believe' that it helps improve endurance performance before and during matches.

Dates and times of the campaign

Launched February 2013 ahead of the Six Nations rugby tournament, featuring England's Chris Robshaw, Scotland's Richie Gray and Wales's Leigh Halfpenny., Banned January 2014.

Use of social media

The ad was mainly used over TV and posters, however Social Media such as Facebook and Twitter were used alongside.

Choose another Lucozade campaign and summarise the campaign

Find Your Flow - a £14m brand repositioning campaign and Lucozade Energy's largest ever - aims to shake up the soft drinks industry and reshape people’s perceptions of the drink. Encouraging people to drink Lucozade Energy in situations beyond just hangovers and illness, we created a new brand positioning and strapline for the soft drink. Find Your Flow positions the drink as an ally to busy people who want to enjoy a full life, an idea that flies in the face of the energy category of high-adrenaline junkie quick hits, crashes and burns.

●Aim of the print advert? 

The aim is to showcase the Lucozade Sport drink, and how it is supported by Athletes who 'believe' the slogan "Hydrates and fuels you better than water".

●Media language (mediation) Go back to

the Calvin Klein notes/slide

●Representation of males 

The representation of males is mixed, as it showcases athletes, who look focused, strong and ready to work. However, it could be argued that, (especially in the video advert), it urges males into comparing body types.

●Representation of the brand 

It showcases the brand as a sports drink, supporting those who do anything athletic. This is different from the original health or illness drink ideology.

●Psychology, which human needs is it satisfying 

The advert is portraying a drink which would satisfy thirst, which makes you want it. 

●Is there an ideal world that is being represented?

Yes, that the drink is the key to becoming more successful in athletics or sport, and that water isn't as good for such goals.

●What is the main selling point? Message? What does it want you to believe?

It wants you to believe that the drink is a great source of hydration and that it can energize you to levels you couldn't attain before.

Urls of sites used for research

https://www.thefactsite.com/2009/03/history-of-lucozade.html

https://www.campaignlive.co.uk/article/gareth-bale-fronts-4m-i-believe-lucozade-campaign/1193260

https://www.theguardian.com/media/2014/jan/08/lucozade-sport-campaign-gareth-bale-banned-advertising

http://grey.com/london/work/key/lz-find-your-flow/id/6233/