The Lucozade Sport advertising campaign from 2013 featured athletes Gareth Bale and Alex Oxlade-Chamberlain to emphasize the drink's benefits for enhancing sports performance. The ads used a serious tone and scientific backdrop to suggest that Lucozade Sport provides better hydration and fueling than water. While the campaign was initially banned for failing to demonstrate benefits during prolonged exercise, it aimed to position Lucozade as the ideal drink for serious athletes.

1. Lucozade Sport
Soft Drinks advertising

2. Gareth Bale was is in
the advert with the
tagline ‘In a different
league’ to show that if
you drink Lucozade
you could be like him
and be a great athlete.
The background is
blue to emphasise the
Gareth Bale and to
emphasise the drink.
His face has a serious
look on it which helps
create a scientific
theme and builds on
the idea that the drink
will enhance
performance and is
serious and not just a
joke.

3. Both of these adverts are extensions of the first poster and would be
used on different platforms such as social media and a bus stop as this
is times that people are more likely to read everything on the poster,
everything else stays the same to keep the professional scientific effect.

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?
The advertising for Lucozade has changed over the years such as the drink
being designed to ‘refresh and sustain’ people while the new adverts focus on
helping people with sports. The old adverts were all about helping women out
and giving energy to sick people and were quite sexist but now days the
company keeps neutral and targets its drink to anyone who likes sports.

6. These are more examples of old advertising for Lucozade and
has similar features to each other to keep the same colour
scheme so the adverts are easy recognisable that they are a
Lucozade advert, they both also have the bottle on the right and
the person on the left which keeps a similar format. The word
Glucose is highlighted which shows how they want people to
know that it is a glucose based drink.

7. These are examples of later vintage poster which
still emphasise the glucose benefit and how it can
help with illness by the nurse and the sick child.
The bottle is still on the right which shows a pattern
in advertising the drink.

9. 1998
Starter
Watch this advert.
What techniques
does it use to sell
Lucozade?
The advert contains different
classes together to show
how a drink like Lucozade
can bring people together,
the advert also goes off the
energy giving effects of
Lucozade by the boy talking
about how he doesn’t need
the food and the Lucozade
gives him all the energy he
needs.

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 such as the premier
league where they have been associated for 21 years.

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.
Only includes men which creates a stigma for the drink being only available for sporty
men.

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.

13. The TV ad:
The TV advert shows
an event where
people are drinking
Lucozade are
battling people who
are drinking water
and shows the
effects that Lucozade
can have when doing
exercise, they use
people in lab coats to
show its scientific
background and
keep true to its
slogan.

14. The same advert but with different people such as Alexa Mathews,
Lee Halfpenny and Alex Oxlade Chamberlain.

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 of the advert is to encourage people to buy the drink as they
can perform like Gareth Bale
●Media language (mediation) – The clothing that he wears is sporty so people who do not know
who he is can still see that he is sporty, the light focuses on his face to show off that they got a
popular athlete.
●Representation of males- Males are represented as the target audience as the main athlete is a
male and even on the other ads it is 3 to 1 of males..
●Representation of the brand- The brand is represented as scientifically improving athletes and a
drink that athlete rely on.
●Psychology, which human needs is it satisfying – It is satisfying people who are looking at
getting fit and people who want to get their sport ability to the next level.
●Is there an ideal world that is being represented?- There is the ideal world that everyone can be
as fit as possible and not be unfit.
●What is the main selling point? Message? What does it want you to believe?- The main selling
point is the benefits of the drink against water and how it was helped athletes such as Gareth

17. This is the
longer version
of the advert
and will be used
at places such
as bus stops
where people
can sit and read
all the
information and
take it all in.

18. This shows
the same ad
but with a
different
athlete of
Alex Oxlade
Chamberlain
which shows
how
Lucozade
creates
different ads
to suit
different
people so if
people don’t
like Gareth
Bale can still
be interested
in the
advertising.

20. This shows
another advert but
with Alexa
Mathews with
instead which
helps the female
audience feel
included as they
may feel that the
drink is based
towards a male
audience and
showing a strong
athletic woman
helps break down
stereotypes.

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)
There is a small range of races with
only one person not being white which
shows not a very wide audience and
how they may be targeting a small
amount of races with this drink.
Inequalities (gender)
• Representing both genders?
https://www.facebook.com/ajplusengl
ish/videos/1010852939056213/
https://twitter.com/ajplus/status/890
122280361000960
Women are represented not very well
in the adverts as only one woman is
there and she isn’t a very big star and
not many people know who she is
which could be taken as men being
more popular than women in sports.

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
Celebrity Culture
• Capitalising on star appeal / star as
commodity
• Bringing in celebrities to motivated
people.
Postmodernism
• Gareth Bale use of celebrity
• Representation of man ‘new man’
• Idea that you can be like him if you
drink this drink motivates people into
wanting to be just like him.

23. Choose 3 drink soft ads

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

25. Generic Codes and Conventions
●Product dominant, centre- Product in centre of foreground to show it in its true form.
●Actions, using product- Product in glass to show how it can be used at home.
●Bright colours- Bright colours to represent its summer vibes.
●Match brand- None Shown.
●Lack of text- no long blocks of texting explaining the product.
●Slogan- Slogan talking about the drink being new and improved.
●Logo – Logo on bottle so people know what to buy when they go to the shop.
●Use of Caucasian – No actor.
●Positive mode of address / sense of humour- Has blackcurrants moving around which can be taken
as humorous.

26. Generic Codes and Conventions
●Product dominant, centre- product not in the advert.
●Actions, using product- Product not in advert.
●Bright colours- Bright bold background to emphasise his height,
●Match brand- No match branding.
●Lack of text – Only a small slogan on the advert.
●Slogan – Slogan which is recognisable.
●Logo – Logo is big so people can recognise from far away.
●Use of Caucasian – Includes a white male doing a stunt.
●Positive mode of address / sense of humour – Shows a man doing something that is impossible.

27. Generic Codes and Conventions
●Product dominant, centre- Product off to the left to show how it is
always about in life.
●Actions, using product- product is being drunk and making the women smile.
●Bright colours- The advert is bright to show off the drinks happy effects,
●Match brand- No other brands compared.
●Lack of text – Only a slogan and logo as most people already know the brand.
●Slogan – Slogan is short as people will remember it.
●Logo – Logo is large and easy recognisable for people who see the advert quickly.
●Use of Caucasian – Using a white woman as the only character.
●Positive mode of address / sense of humour- No humour shown in the advert.