Yr 10 LUCOZADE ADVERTISING

LUCOZADE 

You research Lucozade's advertising campaigns and how they have evolved from selling a drink for invalids to delivering messages to healthy individuals and, later on, to sportsmen and women about improving performance.

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.

• Lucozade started as a drink for invalids. Its slogan was 'Lucozade aids recovery'. Its history is described by Campaign here. 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.
• We study 'The Edge' campaigns in print and moving image.
• Lucozade launched its Sports Science Academy that you can visit here.
• What can you find out about Lucozade and Lara Croft? Who is the traget audience and why was Lara Croft a good fit for Lucozade? We learn from the TV Choice DVD presentation.

PREP 
Research into six more print or moving image advertisements, written up in your PowerPoint with the relevant image or screenshot. Suggestions: print advertisements for fragrances / after shave; supermarket Christmas campaigns; car campaigns; washing powder; charity campaigns. Look on TellyAds for television campaigns.
Use a search engine to find sites such as Bored Panda.
Campaign is the industry mouthpiece and their site is well worth exploring. 
TRY TO FIND SOME VINTAGE EXAMPLES TO ANALYSE so that you can note differences in representations, such as early examples featuring housewives or 1960's examples with emerging feminist representations. Go also for really up-to-date representations, such as Lynx's latest in which the 'modern man' fries an egg or learns how to fold a sheet. 
To get an A grade, you will need to note comparisons and contrasts in representations.