lucozade

Lucozade-

* Created 1927 as Glucozade- meant to give energy to the sick 

* Renamed Lucozade in 1929

* 1983- rebranded as sports drink and not a health drink.

Campaign-

£4 million campaign

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. 

cultural context-

・Consumerism- The total value of the of the soft drinks market in the United Kingdom  is around £15 billion

Gareth Bale use of celebrity, representation if man 'new man'

・Celebrity culture- Capitalising a star appeal/ star as commodity. 

Lucozade Advert- 

・'scientifically proven'- explaining the better results you will have from the drink

・Target audience is sports people-anyone wanting to be fit and have attracted the audience due to well known sports star 'Gareth Bale'. 

・Masculine, focus, strength, determination, 

・Human need- happy, energetic, performance increase, success.

・Do you believe? Yes,  and Scientifically proven- much better than water, brainwashing audience.  

・The colour scheme of the advert is mainly blue and yellow with parts of black and white. The blue and yellow are the exact same shades used on the packaging of the product which make it explicitly clear that the product on sale is Lucozade Sport. The blue colour scheme is also carried over onto Gareth's eyes, the blueness of his eyes appears enhanced to match the background of the advert. 

・ The play on words ' in a different league' could reference a football club, but also that the drink is better than the others because it is 'in a different league'. 
・ Lucozade sport is targeted at people who do sport, as suggested by the name and the use of a famous sportsman (Gareth Bale) is a footballer it may be more specifically targeted at footballers as well as the general sporting community. 
・At the top right of the page the advert references the company that Lucozade is owned by : GlaxoSmithKine.