Lucozade Advertising, Over The Years

1. Lucozade Sport
Soft Drinks advertising

2. This Lucozade advert has a
very serious tone. His stern
face is staring right to the
camera and the audience
would feel as if he is looking
straight at them. Also, the
lighting makes his face look
quite dirty, as if he has been
doing sport, which relates to
the idea of Lucozade
benefitting in sports. This
Lucozade advert has a
famous sports face of Gareth
Bale who is well-known for
football. As well as Gareth
Bale, Lucozade have included
Alex Oxlade- Chamberlan,
Alexa Matthews and Giles
Humphries which emphasises
the sporting aspect to the
drink. The colours of blue and
yellow in the background are
the same colours as the
company’s logo. Also, the
dark blue makes the yellow
stand out and pop.

3. The left image is simplistic and includes bold writing to catch the
eye of the audience. This advert would be found on billboards as
there is little writing so the audience can glance at it and take it
in. On the other hand, the right image has lots of little writing
which could be found in leaflets or in a magazine as the reader
has time to look at the information.

4. Lucozade Sport Research Task
Research the Lucozade Sport Advertising Campaign ‘I Believe’ from 2013
Create a presentation of your findings
Images may be copy and pasted (include urls), but all
text must be in your own words
Points to cover
History of the brand
Aims of the campaign
Dates and times of the campaign
Use of social media
Choose another Lucozade campaign
and summarise the campaign
Include
embedded images and videos
Urls of sites used for research

5. Context
How has advertising for Lucozade changed?
Lucozade has changed the types of characters they show on the posters. For
example, these vintage Lucozade posters have women on, and they are
dressed smart. This is because it was originally a drink to make people feel
better, as if it were a medicine. However, the recent posters include a mix of
men and women and the costumes are sporty as if the sportsmen and women
have just finished training or a game. Also, the vintage advertisement would
just have been posters, whereas now it can be circulated on television, social
media, radio as well as posters and billboards.

9. 1998
Starter
Watch this advert.
What techniques
does it use to sell
Lucozade?
In this advert, the actors
are working class which
emphasises that the
audience targeted is
lower/working class. It
alos suggests that the
purpose of the product
is to give energy and
allow the user to be
enthusiastic.

10. Lucozade - context
Lucozade was originally created 1927 as Glucozade which was meant to give
energy to the sick.
However it was renamed Lucozade in 1929.
In 1983, it rebranded as a sports drink rather than health drink.
Lots of sponsorship deals with various sports. For example, Lucozade can be
associated with the Premier league because the players use Lucozade water
bottles, or sometimes the drink itself.

11. Lucozade Sport Campaign
Lucozade Sport is its No1 sports drink
https://www.youtube.com/watch?v=d08zaoMMhWA
TV campaign ‘Last Man Standing’ launched in Jan 2013 on ITV during the FA
Cup matches between Brighton and Hove Albion and Newcastle as well as
West Ham v Manchester United.
New scientific claim: Lucozade Sport hydrates and fuels you better than water.
Set in laboratory conditions, twenty four athletes go head to head in a
performance challenge - half fuelled by Lucozade Sport and half by water.
Monitored throughout by GSK scientists, the athletes run until they reach the
point of exhaustion and only participants on one team, fuelled by Lucozade
Sport, are left.

12. Campaign
£4m or £9m campaign - both claims made online. (exam board specification
thinks £4m)
Agency: Grey London
GlaxoSmithKline Consumer Healthcare are owners of Lucozade in Jan 2013
Lucozade sold to Suntory in Sept 2013 for £1.35b
Ad stars: Gareth Bale (Spurs) and Alex Oxlade Chamberlain (Arsenal)
Campaign banned in Jan 2014 by ASA as it failed to show that it only had benefit
during prolonged exercise.

13. The TV ad:
The TV advert uses the
environment in a lab
which suggests it is
scientifically tested.
Also, the advert is about
a battle between water
and Lucozade, in the
end Lucozade wins. This
represents their slogan
‘Better than water’.
However it can be
criticised as there is
only 1 woman
throughout the whole
advertisement.

15. Media Language:
•Colour
•Type of shot
•Angle
•Focus
•Depth of field
•Mise-en-scene
•Realism?
•Narrative?
•Use of text/copy
•Font design/size
•Layout
Representation:
•Who/What is seen?
•How are they represented?
• DRCAGES
• Themes/Messages
Audience:
•Who is the target audience for
this advertisement
•How do we know?
•What might other audiences
make of it?
•How is the audience
addressed/attracted?
• How are values transferred?
Analysing print adverts
What do we analyse?
TASK:
Analyse the Gareth Bale ad by
annotation
Remember:
● Terminology
● Connotation
Extension: Theory

16. Analysing the Advert
●Aim of the print advert?
The aim is to inform the audience about the drink by the small print
which gives the information about the product.
● Media language (mediation) Go back to
the Calvin Klein notes/slide
●Representation of males- Males are represented as equal as women,
as both genders feature on the same campaign.
●Representation of the brand- Helps in sport, gives energy, it doesn’t
work unless you believe,
●Psychology, which human needs is it satisfying- It hydrates and
fuels you, so is satisfying your energy.
●Is there an ideal world that is being represented?- The world being
represented is that Lucozade is better than water; the natural liquid to
keep us hydrated.
●What is the main selling point? Message? What does it want you to
believe? The main selling point is that it has been scientifically proven to
be better than water. It wants the audience to believe that it is the best,
by the hashtag IBELIEVE.

21. Social Context
Social Anxieties
• The athletic and muscular bodies
represent the male obsession with
their body image thus attributing a
certain body insecurity to the target
audience.
Inequalities (race)
• The sportsman featured are from all
types of different societies and
environments, therefore is a shout
out to all people, not singling one
out.
Inequalities (gender)
• Representing both genders?
• https://www.facebook.com/ajplusen
glish/videos/1010852939056213/
OR
https://twitter.com/ajplus/status/890
122280361000960

22. Cultural Context
Consumerism-is a social and economic order and
ideology that encourages the acquisition of goods and
services in ever-increasing amounts.
The total value of the soft drinks
market in the United Kingdom (UK) is
around £15 billion
Celebrity Culture-is a high-volume
perpetuation of celebrities' personal lives on a global
scale.
Capitalising on star appeal / star as
commodity
Postmodernism -rejects the traditional
movement of modernism.
• Gareth Bale use of celebrity
• Representation of man ‘new man’