Lucozade Sport Advert
Lucozade History:
- The product was first created in 1927 known as 'Glucozade' meant to give energy to sick people
- It was then renamed 'Lucozade' in 1929
- 1983 the product was re-branded as a sports drink rather than a health drink
The Lucozade Sport Campaign:
- £4 million or £9 million campaign - both claims made online
- Agency: Grey London
- In September 2013 Lucozade was sold to Suntory for £1.35 billion
- The sports drink campaign was banned in 2014 by ASA as it failed to show that it only benefited during prolonged exercise.
Reminder: Advertising Print Adverts - Analyse using:
CLAMPS
Representation (Gender, themes, brand)
Target Audience and how is it targeted to them?
Social Context:
Social anxieties (athletic/muscular bodies represent male obsessions with staying fit and what they look like)
Inequalities (gender and race)
Cultural Context:
Consumerism: The total value of the soft drinks market in the UK is around £15 billion
Celebrity culture: Capitalizing on star appeal/using celebrities as the face of the brand or product
- Strong, hyper masculine male represented which makes the audience feel as though they could become the celebrity and the fitness that he shows. The customer will then be more attracted to the drink, suggesting that drinking lucozade will give you the same successes as this sports representative - Gareth
- Blue represents cooling, stereo-typically a male colour. Yellow symbolises energy, brightness etc.
- The image of the celebrity is slick, 'perfect', chiseled, clean. This is due to the fact that it is scientifically prove to be better than water - shows it is guaranteed to help them and a professional campaign.
- Stats in the top right corner looks professional and relates to the scientific experiments on people and how energy drinks affect you.
Camera shot:
- Pac shot = image of product super imposed; instantly recognizable
- Full face shot/mid shot = clothing visible to the shoulders, masculine, sports clothes to show the theme of the drink and brand. What it supports.
Analysing the lucozade advert - representation, language and audience
Colour: The blue and yellow advert themes to incorporate the lucozade bottle. Blue symbolises calm, refreshing and resembles water, which would link with why the company said that "lucozade is more hydrating and better than water".- Strong, hyper masculine male represented which makes the audience feel as though they could become the celebrity and the fitness that he shows. The customer will then be more attracted to the drink, suggesting that drinking lucozade will give you the same successes as this sports representative - Gareth
- Blue represents cooling, stereo-typically a male colour. Yellow symbolises energy, brightness etc.
- The image of the celebrity is slick, 'perfect', chiseled, clean. This is due to the fact that it is scientifically prove to be better than water - shows it is guaranteed to help them and a professional campaign.
- Stats in the top right corner looks professional and relates to the scientific experiments on people and how energy drinks affect you.
Camera shot:
- Pac shot = image of product super imposed; instantly recognizable
- Full face shot/mid shot = clothing visible to the shoulders, masculine, sports clothes to show the theme of the drink and brand. What it supports.
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