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| Lucozade in 1927 |
Lucozade was a drink brought out in 1927: it claimed to help "aid recovery" as was its famous slogan - "Lucozade aids recovery" which was aimed at people who had various illnesses such as colds to help them re-energize. The TV advertisement shows a young boy being unable to play with his friends, his mother then takes pity on him and decides to give him Lucozade which immediately effects him and he is able to run outside to his friends. Thiis a relatable situation as kids do not want to be ill - nor do mothers (or any parent for that matter) wants their child to be ill. This advert is aimed at mothers as the products target audience to ensure that they buy their kids the product for their health.
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| Lucozade re-branded now |
As health and knowledge went on soon people were getting ill less so their profits slipped, this meant it was time for Lucozade to re-brand! They relaunched themselves as a energy drink which helped improve athletes performances. As it was a new era for Lucozade they needed a new face to help target a new audience. They used the Olympic athlete, Dayley Tompson who was at the time the most successful athlete. It showed him drinking the Lucozade whilst then running off and having a sucsessful run. The new target audience was the type of young boy\female that wanted to improve their sports performance - Thompson would have been a widely known role-model to youths.
This new campaign gave Lucozade the 'Edge' as it was the only brand that claimed to improve athletic performance, this made it something fresh to the market. Not only that but they then went on to give it a huge new style to match this new aim. It was previously sold in a glass orange bottles but went on to be redesigned into a sports cap bottle.
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| Laura Crofts Campaign |
Lucozade then went on to campaign in a different way by using a anime character from 'Tomb raider' which again brought in more type of audiences. Teenage girls and boys who have grown up wanting to be like Lara croft who was a very energetic, powerful and fit character in the game . She is given - in the advert - a choice between a choco bar, a can of a drink (looks a lot like red bull so maybe to push the competition away) and Lucozade. She then chooses the Lucozade to then go on and win the battle against fighting demons
