Lucozade is a drink that was created in the UK and is sold all over Britain. It was created by a man called Thomas Beecham, from Newcastle in 1927. He made it out of glucose syrup to provide a source of energy to people who were ill, which is what its original purpose was for. Then in 1985 it was realised that Lucozade could be used as an everyday drink, instead of just for when your sick.
Its original name was Glucozade but in 1929, it was changed to the name we no as today, Lucozade. The brand continued to increase in sales with minor changes on the way, In 2018 it was estimated that around 3.5 million drink Lucozade Energy. Then in 1996 their packaging and logo completely changed, with dramatically increased the value of UK sales to almost £75 million in just 5 years, this was over triple of the sales it was reaching before. Lucozade is also a popular drink when it comes to athletes as it helps to replace the energy they have lost with glucose used as fuel contained in the drink. It is also proven that Lucozade is an effective provider of energy for the brain as well as the body with proven effects to benefit concentration, focus and alertness.
Lucozade exam question:
In this Lucozade poster it highlights that the target audience is targeting athletes, one of the reasons for this is there being a famous footballer on the front cover of the poster advertising the sports drink. Implying that he drinks Lucozade and if other athletes drink it they can be as good as him. Also they have the man on the front cover looking straight in to the camera lense following conventions, which also makes it look like hes directly looking at us and targeting us as an audience to choose this sports drink. Furthermore, it could highlight how the drink has made him very focused with how hes looking in to the camera with lots of concentration and determination, which suggests that this is what the drink will provide you with.Also the bold writing which says, "IN A DIFFERENT LEAGUE" could suggest that if you drink this drink you will be `in a different league` to everyone else and be more alert, focused and have an increase in concentration, which is what has been proven to do if you drink Lucozade. As well as help improve people`s sports performance, which is what the campaign was made to educate people on.Also the colour yellow highlighting the writing is also drawing attention on to the yellow drink, which could highlight that there trying to say to their audience that this is the drink that will put you `in a different league` and make you a better athlete overall. Also with the drink and the quote being highlighted yellow on the poster it could imply that they wanted them to be the main sources that stood out to the audience, that this is the amazing drink that is proven to increase your concentration and make you more focused as an athlete and on a day to day basis, and that it should always be the sports drink of your choice.Furthermore, it could also suggest that there is a bit of a competitive side to the campaign for the audience for example, with who will be the better athlete out of a friend group, making them want to go and buy the drink so they can be as good as sports like the man on the advertisement. Also They could have used the well known footballer on the front cover (Gareth Bale) because of lots of athletes and people knowing who he is, and knowing what a good athlete he is, which could help sell the drink more because of the popularity of the athlete who is promoting it, and people wanting to be as good and driven as him at sports, and thinking if they drink this drink they will be. Also where it says, "Lucozade YES" it suggests that you should say `yes` to buying`Lucozade` and that it should always be your first choice of drink. Also with the same campaign in a different poster, it says "HYDRATES + FUELS YOU BETTER THAN WATER" Which suggests that you should almost drink Lucozade more often when exercising as it hydrates your body well and gives you energy your body needs to recover after exercising. Also the "#IBELIEVE" highlights how the man on the front cover (Gareth Bale) believes that this Lucozade drink is more hydrating and gives you more fuel than water, and also that he believes the sports drink will help improve peoples sports performance and concentration leading to hard work and overall leading to a better athlete.
