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
Look at the vintage ads from Lucozade.
How has advertising for Lucozade changed?
Lucozade used to advertise as ‘the sparkling glucose drink’ rather ‘hydrates + fuels you
better than water’. This shows how they have tried to show scientifically it is better than
other energy and drinks and water. As well as this they have included a lot more colour to
attract the eye of potential customers.
6.
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8.
9. 1998
Starter
Watch this advert.
What techniques
does it use to sell
Lucozade?
It try’s to sell that if
you drink Lucozade
you will be much more
adventurous and will
want to go out more
and have more fun
with your friends.
10. Lucozade - context
Created 1927 as Glucozade - meant to give energy to the sick
Renamed Lucozade in 1929
1983 rebranded as a sports drink rather than health drink
Lots of sponsorship deals with various sports
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 - 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.
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?
To persuade people to choose Lucozade over water.
●Media language (mediation) Go back to the Calvin Klein notes/slide – They use
dramatic and scientific language to persuade the customer to buy Lucozade.
●Representation of males- That they are slightly superior in sport due to the fact that
they 3 male models but only 1 female and the main model (Gareth Bale) is also male.
●Representation of the brand- The brand is represented as a leading sports drink that
has used science to gain a leading role in the market.
●Psychology, which human needs is it satisfying – It may psychological help people who
feel that they are dehydrated and need a drink.
●Is there an ideal world that is being represented?- Yes a world where you are a
professional sportsman and are always fully hydrated drinking the best scientific drinks
available.
●What is the main selling point? Message? What does it want you to believe?- That it is
better than water trying to say that when you think of drinking water you will chose to
drink Lucozade.
17. The main slogan and
catches your eye when you
first look at the poster .
This stands out as it was
part of the main slogan
but changed the colour
due to the importance.
They use leading
sportsman to attract
young people who idolise
these and want to be like
them so will drink
Lucozade.
A picture of the
drink so shoppers
will know what to
look for when
buying the
product as there
is a lot of writing
but need to put
words into
pictures.
This shows it is not
just the advertisers
saying it, it is
scientists saying it as
well.This rhetorical question shows
Lucozade know people will doubt it
fuels you better than water.
This creates a social media link
towards the advert and allows
customers to advertise themselves on
social media with the hashtag.
18.
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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. It also plays on peoples insecurities due
to the fact hardly anyone is as fit or as healthy as
the professional sportsman and if customers start
drinking Lucozade they will start to get six packs
and run for miles without getting out of breath.
Inequalities (race)
• Range of representations?
Race and gender equality is added through the 4
models one being mixed race and a female, however,
the other two are stereotypical white males. Also,
this shows that Lucozade can used by everyone.
Inequalities (gender)
• Representing both genders?
• https://www.facebook.com/ajplu
senglish/videos/10108529390562
13/
OR
https://twitter.com/ajplus/status/8
90122280361000960
22. Cultural Context
What do these terms mean and how are they applied?
Consumerism
• The total value of the soft drinks market in
the United Kingdom (UK) is around £15
billion. This shows when Lucozade are
advertising on the national scale it has a lot
of potential customers and people who
may buy the product.
Celebrity Culture
• Capitalising on star appeal / star as
commodity. Due to the substantial market
available they attract the big stars so
people will want to drink like their idols.
Postmodernism
• Gareth Bale use of celebrity
• Representation of man ‘new man’
The use of Gareth Bale one of
footballs biggest stars and the ‘new
man’ shows how fit and muscle built
men should be not just overweight
and lazy.
23. Choose 3 drink soft ads
This advert makes you create a
personal attachment to the advert
and the model as it is the polar
opposite of the stereotypical
model.
This advert catches the
eye of the onlooker as it
stands out as it is bright
orange and a human
sitting on a Giraffe’s lap.
This advert is the
stereotypical advert and
makes you feel as you will
start to turn into or start
hanging around with
attractive people like the
model in the advert.
24. Task
●Open a word doc
●Find 3 soft drink adverts
●Add them and Lucozade to the word doc
●Now write down the generic codes and
conventions of soft drink adverts like we did
for perfume adverts
