B321 RESEARCH INTO ADVERTISING CAMPAIGNS: LUCOZADE

PREP: Use the post below to continue exploring how Lucozade advertising campaigns shifted their target audience from sick people recovering from illness to healthy people, such as athletes, who needed more energy.

Write a blog entry that shows that you have started to research Lucozade's target audiences and the messages in their adverts. Screen shot part of the earliest Lucozade advert, caption it and write about how it works.

In class, we watched the advert Lucozade Aids Recovery, which you can find here. 
We finished making our blogs, gave our blog url to Mrs Mann, learned how to edit a post and how to add add images.

We then watched the second Lucozade advert, this one using celebrity endorsement, featuring Daley Thompson. This later approach in 1985 shows Lucozade positioning the brand as a drink that gives sportsmen and women the edge in competition. It is aimed at healthy people, not invalids.






TASK: 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.

In class, 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.

You write up your research to demonstrate that you have done it. Write up at least three different Lucozade advertising campaigns after your work in class. You may use what you covered in class. Include images.

• 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. What exactly is ‘the edge’? How does Lucozade give an athlete ‘the edge’ and how is this shown visually?
• Lucozade launched its Sports Science Academy that you can visit here. What are the connotations of the words ‘Sports Science Academy’ and why would Lucozade use those terms?
• What do you learn from the creative team for Animal that produced the Lara Croft campaign for Lucozade (below)? Who is the target audience and why was Lara Croft a good fit for Lucozade? We learn from the TV Choice DVD presentation which we watch in class.