3. 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
4. Research task
● History of the brand – lucozade is a drink created in the UK and is sold all over
Britain. Was created by Thomas Beecham, from Newcastle in 1927. He made
it out of glucose syrup to provide a source of energy to people who were ill.
Lucozades orginal name was gluzocade until 1929 where they removed the
first letter to get lucozade.
● Aims of the campaign of 2013 - educate consumers about how the brand can
help improve people's sports performance.
● The campaign was released in 2013.
● Use of social media – created a twitter hashtag #IBELIEVE, brand
ambassadors using their instagrams and twitters to promote the campaign,
adverts and pop ups on social media platforms.
5. Context
Look at the vintage ads from Lucozade.
How has advertising for Lucozade changed?
The original ads were in black and white with large pictures of individuals (mainly
women and young girls). There is a lot of information on one ad providing a
paragraph of information on the drink, ’Lucozade’ repeated twice, taglines
‘children need it’, picture of the Lucozade bottle. This is in comparison to later ads
as there is now colour in the photos, lots of different fonts used for the text,
pictures are not drawn now – actual photos.
9. 1998
Starter
Watch this advert.
What techniques
does it use to sell
Lucozade?
By saying that
drinking Lucozade
makes you feel
energised and ready
to go.
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. The mid shot of Gareth
Bale is also an eye line
shot which creates a sense
that he is talking to the
audience.
Serious and stern facial
expressions to perhaps
suggest that this is serious,
that Lucozade is better than
water.
The colours of yellow and
blue used represents the
packaging so its easier to
reconigse the brand –
picture of Lucozade bottle
Influential sports person, Gareth bale – Lucozade ambassador.
Wants audiences to look up to their idol and believe what they
believe. Direct mode of address.
‘IN A DIFFERENT
LEAGUE’ all in capitals and
yellow background which
contrasts to the blue to
make it stand out.
’scientifically
proven’
persuades
audiences to
think that its
automatically
better for you.
The target audience are mainly
people who do sport or people who
don’t like water and want an
alternative to fuel them. Other
audience members could be fan
followers of Gareth Bale so they will
be audiences too.
‘in a different league’ is
a value of the company
that could suggest that
by drinking this it will
make you better than
everyone else and
improve your
performance.
17. Analysing the Adver
●Aim of the print advert?
To educate consumers about what the drink is, what its providing you with and how it does this.
Along with showcasing the ambassador for the brand and a hashtag to give an overall view of what
their product is.
● Representation of males
That they are strong and determined by drinking Lucozade and automatically makes them better than
others
●Representation of the brand
They are representing the brand as efficient and sophisticated to perhaps show that they are not
joking about Lucozade being better than water so people then take the statement seriously.
● Psychology, which human needs is it satisfying
The colour co-ordination of blue and yellow satisfies the human needs
●Is there an ideal world that is being represented?
Possibly. Some people may disagree that there is no world possible where a ‘sugar’ drink could be
better than water.
● What is the main selling point? Message? What does it want you to believe?
They want you to believe that Lucozade is better than water and are getting the message across that
by drinking this it will improve your performance and bring you out on top. The main selling point in
22. 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)
• Range of representations?
Inequalities (gender)
• Representing both genders?
• https://www.facebook.com/ajplusen
glish/videos/1010852939056213/
OR
https://twitter.com/ajplus/status/890
122280361000960
23. 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
Celebrity Culture
• Capitalising on star appeal / star as
commodity
Postmodernism
• Gareth Bale use of celebrity
• Representation of man ‘new man’
25. 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
26. ● Sprite – using well known
ambassador drake to advertise
the drink, also used his lyrics on
side of drink. Along with this they
ask the audience a rhetorical
question ‘obey your thirst’.
● Coca-Cola – using new release
of James Bond film to advertise/
sponsor both brands. They use
the conventions of James bond:
silhouette, tunnel, black etc.
● Fanta – main slogan as the main
point of focus. Simple but
effective, recognisable colour
orange.
27. Generic Codes and Conventions
●Product dominant, centre
●Actions, using product
●Bright colours
●Match brand
●Lack of text
●Slogan
●Logo
●Use of Caucasian
●Positive mode of address / sense of humour
