LUCOZADE AND LARA CROFT

In our media lesson on Thursday we looked at Lucozade energy drink and its advertising campaigns. Lucozade was first formed in 1927 by a pharmacist in Newcastle who wanted to help children with a cold or the flu. It was created as a glucose drink that was both palatable and easily digested which boosted their energy levels when they felt ill and didn't have an appetite. In 1938 the drink became a known cure for energy recovery and was distributed worldwide after it was bought by the company, Beecham. 

Around the 1950's - 1960's Lucozade began heavyweight national advertising support. The classic advertising of the times depicted sick children enjoying the 'nice part of being ill'. A few decades’ later people became healthier and so Lucozade changed its target audience of sick people to healthy people that wanted an energy boost in order to become even healthier. Using the Olympic Decathlete Daley Thompson as a brand icon, Lucozade's popularity increased again in the market as the new re-designed energy drink. 

The increase in sales lead to more flavours being released and mass popularity of the brand. In 1990 the brand then furthered its potential by releasing a range of isotonic sports drinks re-branded as 'Lucozade Sport'. It promised to 'get to your thirst, fast'. Lucozade Sport was the first brand to launch with a sports sponsorship deal and continues to be endorsed by some of Britain's leading athletes including Michael Owen and Jonny Wilkinson.

“Launched in 1927 as a provider of energy during recovery from illness, Lucozade is the original energy drink and has been the category driver ever since. Lucozade Energy is currently the category leader with sales worth £150 million in 2003.”

Even though Lucozade have changed a bit since 1927 their values are still the same they have continued to be known as the reliable drink that gives you a boost, making you feel energised  During several flu epidemics in the past Lucozade became well-known as a trusted household name. The brand is gutsy and committed and truly savvy, offering real performance benefits. The message is simple - whatever your level or sport, preparation is key, and Lucozade Sport is an essential part of this. Lucozade Sport Hydro Active's advertising is different again. The iconic campaign features a female figure made of water running, flipping, diving and swimming.

“Lucozade is a bold and dynamic brand, with an independence of spirit, a 'can-do' attitude and a 'never-say-die' approach to life”

Lucozade also tied their energy product to the well-known video game Tomb Raider series’ character Lara Croft. A female archaeologist-adventuress who ventures into ancient, hazardous tombs and ruins around the world. Lucozade’s previous advertisements had been more male targeted and they hoped that the Lara Croft advertisement campaign would still attract men but also women who would hopefully aspire to be like Lara and therefore purchase the product. Lara Croft has a curvaceous figure and an unrealistic body image however this appeals to the male demographic. In Lucozade's Lara Croft advert it uses graphics from the game and shows Lara running away from some angry dogs. When she then reaches in her bag for a refreshment as she is low on energy and she selects Lucozade as it is the most beneficial for her in that situation. The screen flashes up with the choices and when the option of Lucozade comes up a picture and caption flash on the screen of the bottle and the words 'glucose hit'.