This document provides information and instructions for a research task on the Lucozade Sport advertising campaign "I Believe" from 2013. It details the history of the Lucozade brand and context, outlines the aims and timeline of the campaign, discusses the use of athletes and social media, and prompts analyzing the campaign's use of imagery and messaging as well as considering relevant social and cultural contexts. Students are asked to create a presentation summarizing their findings on the campaign and comparing it to another Lucozade campaign.

1. Lucozade Sport
Soft Drinks advertising

2. 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

8. 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

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

10. 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
● ITV during the FA Cup matches:
○ Brighton and Hove Albion and Newcastle as well as West Ham v Manchester United.
Why would Lucozade schedule the advert at this time?

11. Lucozade Sport Campaign
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 – funding and ownership
£4m or £9m campaign - both claims made online. (exam board specification
thinks £4m)
Agency: Grey London
GlaxoSmithKline (GSK) - owners of Lucozade sold to Suntory in 2013 for £1.35b

13. Campaign – use of athlete/celebrity
Ad stars: Gareth Bale (Spurs) and Alex Oxlade Chamberlain (Arsenal)
Bale and Oxlade Chamberlain - teams in 2013 - both playing for their national
teams
Cudos - AOC - second youngest player to play for England in EUFA Euros in 2012
GB Player of the year Transfer to Real Madrid for biggest ever fee was after the
campaign started Sep 2013
So…..you can see why they chose them!!!!

14. ASA – banning of the ad
● Advertising Standards Authority – Who are they? What is their role?
● http://www.bbc.co.uk/newsbeat/article/25650519/lucozade-sport-drink-
advert-banned-after-complaints
● Campaign banned in Jan 2014 by ASA as it failed to show that it only had
benefit during prolonged exercise.

15. The TV ad:

17. 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 is seen?
•How are they represented?
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

22. Social and Cultural contexts
You will have to discuss how Lucozade (and other adverts) reflect the world
and time in which it was created in (contexts). This could include social and
cultural contexts.
● Social = how media products (Lucozade) reflect society in which they are
produced
● Cultural = how media products (Lucozade) reflect arts and culture*,
including popular culture, of their time
○ Culture: the ideas, customs, and social behaviour of a particular people or society
● Remember that contexts overlap!

23. 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

24. Cultural Context
Consumerism
• The total value of the soft drinks
market in the United Kingdom (UK) is
around £15 billion
(think about how much Lucozade was
sold for!)
Celebrity Culture
• Capitalising on star appeal / star as
commodity