Evaluating Evian an Lucozade

1. EVIAN + LUCOZADE
CAMPAIGN M1
Yippee

2. Evian live young campaign
■ This campaign focuses on the longevity and youthful effects Evian can have on a wide
range of audiences from adults to elderly people, no matter what gender, occupation or
race.
■ Evian cleverly uses humour in the form of babies to appeal to its wide audience range.
Giving the illusion that they are performing professional skating stunts and have the same
social awareness that an adult would have, it gives the audience something to relate to as
well as reminisce about the times when they were young.
■ Vitality is kept a consistent theme of this ongoing campaign, continually represented
through the use of babies over the years due to the success of the first advert, Roller
babies has won top honours from the time magazine as the no.1 TV ad of 2009 and a
recognition on TBS’ funniest commercials of the year.
■ This advertising consistency, while successful, can and will eventually become boring and
overused. Evian needs to consider this and produce something that is in line with the
current times that a wider audience age rage can relate to. In fact, the advert is so
popular that in the recent releases the product isn’t even shown consistently because
people automatically associate babies doing impossible stunts with Evian.
■ As of 2021 the live young campaign will be discontinued due to the increased interest of
material sourcing and environmental sustainability from the general public.

4. Lucozade ‘energy beats everything’
campaign
■ Lucozade chose to use a religious approach to their advertising, taking the well known David
and Goliath story and using it as a template to sell their energy drink, promoting it as a energy
booster with the slogan being “energy beats everything” implying the consumer will be able to
overcome obstacles that may seem impossible.
■ Young males are only represented in the advert accompanied by humour and nonchalant
interactions between the characters, this will appeal to teens and those in their 20s. The
product is consumed by David in preparation to defeat Goliath. Davis was a mere shepherd boy
meaning he wasn’t incredibly rich as he’s even dressed in what looks to be a potato sack
meaning the target audience wants energy quickly without spending a fortune on it.
■ The visual advertisement was accompanied by an oil painted print advert which was displayed
on billboards in various locations outdoors. However, the campaign only lasted a few weeks
after which lucozade moved onto promoting its drink with tomb raider. While a fictional, female
video game character is now represented, it still appeals strongly to a male audience as
statistically women don’t tent to endulge in entertainment in the form of video games.
■ While the campaign was successful in delivering a straightforward message using a popular bible
passage, it received heaps of backlash in the form of angry christians which claim that lucozade
is misrepresenting their beliefs. The bible is technically not copyrighted as its an ancient text
which has been studied and worshiped for centuries however that didn’t matter to the
christians who made an unsuccessful petition to have the ad removed form social media
platforms and other places. Overall the campaign isn’t much to talk about as it didn’t last long
and lucozade seem to have thrown it over their shoulder and moved on.

5. Comparing and contrasting the two
■ The first major contrast between the two advertisements is the target audience and representation of
said audience. Evian did a good job of including many different ethnicities as well as ages in their print
and visual ads from young adults to the elderly while lucozade solely focused on one demographic of
teens to young adult men in both.
■ Another contrasting feature is the lack of music in the Lucozade advert while the Evian roller babies
ad has music constantly playing. The occasional orchestra or opera effects used to set the mood at the
start of the advert and then to portray David as stronger and more confident after he drinks lucozade,
prepared to fight Goliath. The music stops abruptly after David finds out his spear is broken which
adds a humorous element into the ad. Evian’s ad would be more recognisable as an audio
advertisement as people will think of the skating babies when they hear the music because its such an
obscure concept but it works well to capture attention while the lucozade ad doesn’t even mention
the product once in the skit, only at the end when the narrator says the tagline.
■ Evians ‘live young’ campaign included different sport celebrities in its print advert but didn’t show any
in the visual, this poses a slight continuity error where the skating is the main focus in the visual and
not the print. Lucozade had their print advert clearly showing both the main characters, the product,
tagline and was painted in oil, representing the time period its set in, directly linking it to the visual
ad.
■ Overall, I think that Evians ad was more successful of the two, not receiving backlash, winning many
awards and including a wide audience demographic compared to Lucozade. Its also much more
memorable as the campaign carried on until 2021 from 2009 while Lucozade’s lasted a few weeks
before they moved on to tomb raider.