The Lucozade Sport "I Believe" advertising campaign from 2013 aimed to promote the message that Lucozade Sport hydrates and fuels athletes better than just water. The £4 million campaign featured TV ads during soccer matches starring athletes Gareth Bale and Alex Oxlade-Chamberlain. On social media, the ads claimed Lucozade Sport gave athletes an advantage over water during prolonged exercise. However, the ads were later banned for failing to prove this claim applied outside of a laboratory setting.

1. Lucozade Sport
Soft Drinks advertising

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?

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