The document discusses a Lucozade Sport advertising campaign featuring soccer player Gareth Bale. It provides details on the production of the photo shoot with Bale, including the short time allotted with the athlete. The campaign's goals are listed as encouraging people to buy the drink, join the social media campaign using #IBELIEVE, and be inspired by the athletic model to improve sports performance. Context is provided on Lucozade's history and branding shifts over time. Analysis of the advertising techniques and representations used in the campaign imagery is suggested.

1. Lucozade Sport
Soft Drinks advertising

3. Gareth Bale is photographed so
that he is looking directly at the
viewer (direct mode of address).
‘YOU’ shows synthetic
personalisation towards
the audience as its acts
as if its singling out the
person looking at the
advert.
The hashtag #IBELIEVE
circulates and promotes
on social media and
audiences are able to
interact with it.
Colour of the
bottle matches
the colour of the
fonts and
graphology.
The bottle is in the
foreground of the advert
so it shows the audience
clearly what the product
is.
‘BETTER THAN WATER’
was a controversial phrase
towards athletes which
many critics didn’t like.
They’ve used a sporting
role model to promote
the product. This also
shows that sports people
use the drink too.

4. Lucozade Sport Research Task
History of the brand- Photography: Mitch Jenkins
Agency: Grey London
Talents: Gareth Bale, Alex Oxlade-Chamberlain, Alexa Matthews,
Giles Humphries
Production & Styling: Still Productions
As with most sports productions we had very limited time with each
athlete so the schedule had to be spot on. In response the team
really pulled together and aided photographer Mitch Jenkins to work
his usual magic.
Aim sof the campaign-
• Encourage an audience to buy the drink
• To join the campaign and tweet or share on social media sites.
• For an audience to be attracted an inspired by the model.
• To improve people’s sports performance.
Dates and times of the campaign-
On the week of July 30th 2013.
Use of social media- The campaign, created by Grey London,
launches later this week and will run across TV, digital and press
platforms, including sampling activity. The #ibelieve campaign
allows audience members to circulate the campaign and people
will become fond of it as it keeps popping up.
Another Lucozade campaign is #MadeToMove. Anthony Joshua,
leading heavyweight boxer is the front of this campaign. On social
media platforms such as twitter, videos and pictures of events are
being shared of Joshua and the various people he and Lucozade are
helping. The hashtag is placed on every status tweet.
Here is a video of the campaign video featuring the life of Anthony
Joshua with the line “Nobody moved forward standing still”. This
video creates an emotional connection with the audience, encouraging
them to drink Lucozade, get energy and reach their goals.
https://www.youtube.com/watch?v=1bQuW5cQs4U

5. Context
Look at the vintage ads from Lucozade.
How has advertising for Lucozade changed?
- The advert is directed to women and children.
- Instead of wanting the drink to energise people who do sport, the advert states that the drink can
help when women need a “break from housework”. This is a very traditional and sexist advert but
suited society at the time.
- The advert largely promotes the fact that glucose is used in the drink. Nowadays, the ‘glucose
drink’ is printed in a small font near the bottom of the bottle or not mentioned at all in adverts.
- The advert claims that the drink calms ‘edgy’ nerves. However, today, the advert would likely
state that nerves are turned to adrenaline.

9. 1998
Starter
Watch this advert.
What techniques
does it use to sell
Lucozade?

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.

13. The TV ad:

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?
●Media language (mediation) Go back to
the Calvin Klein notes/slide
●Representation of males
●Representation of the brand
●Psychology, which human needs is it
satisfying
●Is there an ideal world that is being
represented?
●What is the main selling point? Message?

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)
• Range of representations?
Inequalities (gender)
• Representing both genders?
• https://www.facebook.com/ajplusen
glish/videos/1010852939056213/
OR
https://twitter.com/ajplus/status/890
122280361000960

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
Postmodernism
• Gareth Bale use of celebrity
• Representation of man ‘new man’

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
●Actions, using product
●Bright colours
●Match brand
●Lack of text
●Slogan
●Logo
●Use of Caucasian
●Positive mode of address / sense of humour