It screams super strength. It enhances power. We’ve known it our entire lives. Who would’ve thought that a little orange bottle, filled till the brim with the greatest antidote to health; would survive a lifetime. With striking packaging, sporty adverts and bursting flavours, Lucozade continues to push against the current and swim in the pool of innovation.
In the Beginning there was illness
Lucozade
was started by Thomas Beecham in the year 1927.
It was created as a source of energy made from glucose syrup for people
who were ill. Fun fact: Lucozade is the first energy drink to be made. I guess
many people were ill in the late 20s and early thirties there weren’t a lot of
options for medication like we have now and Just like any other company Lucozade
had a very cliché name for its self in its early days – Glucozade and judging
by how quickly the company changed its name in its first two years shows me how
they clearly got an advertising guru to help boost sales and amp up the spirits
of the youth by instilling a new lingo for that time period.
Its time for change, Its time for edge
Lucozode took notice of this and changed its entire concept. It went from a drink to heal the ill to a beverage that replaces lost energy and they couldn't have chosen someone better to endorse their product in that era(1982-85) too. Daley Thompson - he repreesented everything that the new age fantasized about. He was a healthy athlete, he was fast and most importantly, he was a winner. I guess that what Lucozade thought about when coming up for his advert (the edge) and most likely what they thought the new Lucozade image was about. Lucozade also introduced an early element into advertising - the act of using a celebrity as a spokesperson for their product. 
New age advertising
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| lucozadesport/stillproduction.co.uk |
2003 and Beyond
In the
1979 Lucozade releases an advert(Aids Recovery) depicting a young boy who has
fallen ill and is longing to go play outside with his friends. So his mom
decides to give him Lucozade. As seen in the Lucozade advert below. It was a
good advert, except the audience at that time was much healthier and more
interested/focused on the idea of sports and healthy living as it was hyped up intensely
as more people gained interest in the Olympics and speed rather than getting sick
and being in an unhealthy state.
Celebrity endorsements are essential to major brands like Lucozade as it means they can tap into a new market and make even more sales. It gives the audience the illusion that their role model is using the best product in that specific market and they really need to use it in order to be just like them. It works excellently with a younger generation who want to be exactly like their idol. This is seen on the newer adverts of the Lucozade bottle.
Since its revamping in the 90s Lucozade continues to be at
the top of the bar in energy. It has opened its own sports science academy
which aims to improve the average student life through sports. And it’s coincidental
that their new product line slogan (Lucozade sports) and the aim of the sports academy
align with one another. The product is used to enhance your sporting activity whereas
the academy aims to improve people’s lives through sport. Another success for Lucozade
is its introduction to a whole new range of exciting flavours.
Its now evident that lucozade is constantly challenging itself and continues to win in the sports energy industry. From Healing the sick to enhancing sport ability. Lucozade will always find a way to enhance itself and please the public eye and its loyal consumers.
Excellent summary of what you have researched in Lucozade advertising. You draw attention to concepts like celebrity endorsement and the effect of social contexts.
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