Lucozade is a well known energy drink created in 1927 by Thomas Beecham.It was originally called Glucozade until 1929 when they removed the G to make the name what it is today.
In the first part of Lucozade's advertising it was a drink aimed at invalids and the sick. with TV and paper based ads they Brought across the message that Lucozade 'aids recovery'. It was incredibly popular at that time to be given to sick people to gain energy and recover.
In this first advertisement a young boy, who appears to be in bed sick, Looks out the window to where his friends are playing. While he is leaning out a bottle of lucozade is shown on the bedside table (center shot) showing a clear view of the bright orange bottle so it can be recognized. The friends becon the sick boy to come play with them. However his mother comes in and tells him to go back to bed. This first part tells the audience all the disadvantages of being sick and how your child is missing out. Later on in the ad it shows how Lucozade can solve that problem and your child can be happy again. Throughout the TV ad, a theme song is played. Every line in the song the boy re-creates that line himself in some way. For example the song says 'getting better is waking up to a sunny day' and the young boy does exactly that. This helps put the whole message of the advertisement across for 'getting better'.
While the boy is in bed he is poured a large glass of lucozade. During the close up of the product the viewers are told of how it 'aids recovery' and other benefits to drinking it. Once the child has had a sip they seem to feel suddenly better while all the other kids come up in his room to play. This can take a emotional hold on mothers as they do not want to hold back their child from being happy and well. The ad shows that by buying Lucozade you can make your child feel better again.
Sales began to drop after the post war period because people where a lot healthier, Lucozade was completely re branded in 1985. Instead of a drink for invalids it was now put across as a drink to enhance sports performance. In 1996 Lucozade also changed its packaging. Once a more formal see through bottle with a small logo became a plastic round bottle with bright orange bubbles and a large logo. This responded well with the target market (young people looking to improve their performance in sport) and made £75 million in just five years. Lucozade also changed its slogan from ‘Lucozade aids recovery’ to ‘Lucozade replaces lost energy’.
With this second advert is useing celebrity endorsement to rebrand the product. you can see it is clearly aimed at youjng people as the celebrity is Daley thomson (an olympic role model) and the music is by iron maiden (a group that many would recognise at the time).
The start of the advert makes the viewers feel almost tired themselves. Slow motion and a guitar solo, however, instantly grabs attention of the viewers. It first shows Thompson feeling tired running down a track and wiping his brow. A red traffic light that is red turns orange and Thompson is shown pulling lucozade out of his bag. This immediately puts across the message that someone playing sports should drink lucozade if they are tired. After taking a drink the guitar suddenly gets faster and Thompson looks energized and ready for action in his starting position in his 'race'. when the traffic light turns green, Thompson shoots off running noticeably faster than he did before drinking. fast changes in camera angles make the whole advert feel more energetic showing viewers that Lucozade now provides energy sport-wise.
