LUCOZADE

We look at the way the Lucozade brand targets consumers (audiences), both in early days and more recently, and what its core messages and values are. Your last prep was to research Lucozade, so you say what you have discovered. You may use the Lucozade research document (now stuck into your books) as a prompt.

• Lucozade started as a drink for invalids. Its slogan was 'Lucozade aids recovery'. Using TellyAds click here, we compare two Lucozade advertisements: Lucozade - Helps Give Energy (an early example which positions the brand as a drink to aid recovery from illness) and Lucozade - Positive (a later campaign which sells the  brand as dynamic, enhancing performance).
• in order to shift the emphasis from the invalid to empowerment, Lucozade used celebrity endorsement by Daley Thompson, world & Olympic champion decathlete, with music by Iron Maiden. Look at the advert here on YouTube. This 1985 re-branding was to target younger, healthy consumers who would respond to Thompson as a role model. Its slogan became 'Lucozade replaces lost energy' when it re-branded as an energy drink.
• Lucocozade launched its Sports Science Academy that you can visit here.

PREP What can you find out about Lucozade and Lara Croft?