Lucozade was created in 1927 by a chemist to provide energy for those with illnesses like colds or flu. It was originally sold in glass bottles but rebranded in 1983 as an energy drink in plastic bottles. Sales tripled after the rebranding. A 1952 Lucozade print ad uses bright colors and features soccer star Gareth Bale to appeal to children. The slogan suggests Lucozade replaces lost energy better than water, though water is the purest drink. This controversial claim aims to spark interest in testing if it's true. The hashtag slogan "#IBELIEVE" encourages sharing positive messages about Lucozade on social media.

1. Soft drink advertising
M1: Evaluate different cross media advertising campaigns for
consistency of message assessment

2. Lucozade - Print

3. 1952
Almost ninety years ago Newcastle chemist William Owen invented
Lucozade in an effort to create a source of energy for those who had
common forms of illness like a cold or flu. Not once did he use the
words ‘isotonic carbohydrate-electrolyte’ in his description of the
yellow liquid. Originally called Glucozade it was renamed Lucozade in
1929. The company was taken over by Beecham’s just before the
Second World war and by the early fifties, Lucozade was responsible for
half of the company’s profits.
Anyone of a certain age remembers Lucozade sold in a glass bottle
with yellow Cellophane wrapped around it. All this changed in 1983
when the drink was rebranded as an energy drink in an attempt to
move away from the brand’s association with illness. The slogan
“Lucozade aids recovery” was replaced by “Lucozade replaces lost
energy” and the glass bottle was replaced by a plastic one. After the
rebranding, between 1984 and 1989 UK sales tripled to almost £75
million. It perhaps isn’t surprising that the drink replaces any energy
you may or may not have lost.

4. 1953
1952 2014 2019
Over the years Lucozade had changed the font style, colour scheme and slogan. The average bimonthly
sales between 1971 and 1984 = 100. Lucozade is made predominantly from a mixture of Glucose
syrup and carbonated water. It was first developed in 1927 by a Newcastle chemist for his son who was
recovering from jaundice.

5. This advert draws your attention right
away with the bright and bold colours
of yellow and blue, which also links to
the Lucozade itself. This vibrancy of
colour could link to the energetic nature
of the Lucozade drink.
Gareth Bale is used as the main sports
star, as a role model for the audience
looking at this advert. Children
especially would want to be like him so
would copy him by buying the drink.
Gareth Bale is at eye level with the
audience. This suggests that he is equal
to us and that by consuming Lucozade
you can be a sport star like him.
This slogan is quite a bold
statement but also quite a bold
controversial due to it saying its
better than water although water is
the purest drink out there.
Due to this statement being
controversial about it being better
than water, this will leave people
wanting to test this and see if this is
the case.
The other main slogan is the
‘#IBELIEVE’. This is quite an
inspiring slogan and by having a
hashtag before it implies that they
want you to tweet about it using the
hashtag and try and raise awareness
for the drink on social media .

6. Lucozade adverts
• https://www.youtube.com/watch?v=6BCkGrGDD4Q
• https://www.youtube.com/watch?v=zGnrbby2Nok
• https://www.youtube.com/watch?v=JYcHj3_Wz_k

7. Coca Cola - Print