Secondary research on Lucozade

Lucozade Background      

Overall sport requires a lot of skill and effectiveness in order to achieve success. This can become more challenging especially when your body starts o fatigue and get tired, this causes you to loose focus and ultimately not perform as well. To prevent this many people use caffeine in order to ensure this doesn’t happen and is considered one of the few supplements, which keeps your performance positive and energetic. Lucozade manages to get this caffeine and convert it into electrolytes the things that keep your body going through long periods of effort or exercise.

The role of advertising 

Lucozade was first made in 1927 in Newcastle by a chemist who experimented with chemicals for several years to create energy for sick people. The idea was simple eliminate common illnesses like the common cold coughs and headache’s. The drink was then produced and advertised as a drink to give people energy the drink was then named Glucozade. Over the coming month’s it was found that the drink was able to replace the electrolytes in your body allowing people to receive the energy they need in order to keep exercising for longer periods of time the drink was the renamed Lucozade in 1929.   

Advertising over the last five years   

The drink was given a slogan in the early eighties “Lucozade aids recovery”. This seemed logical because it was originally created to aid people in sickness the slogan was then changed “Lucozade replaces lost energy” because of the electrolytes in your body. Over the last five years Lucozade had quite comical adverts that made people out  to be almost superhuman. In 1996 Lucozade showed an advert of people drinking Lucozade and doing hyper anagetic stuff and overall looking happy and fit.     Advert1http://stcmgcsemedia.blogspot.co.uk/2009/05/lucozade-background-and-context.html  

Advert2 http://www.youtube.com/watch?v=TRYakNRF9AA

Advert3http://www.youtube.com/watch?v=IhfUL61Z9rg

     

The Lucozade adverts and the way they are portrayed

Future adverts attempted to make the footage more comical whilst keeping to its common morals of energy and keeping fit and healthy but keeping with an exciting lifestyle. The man in the advert portrays they cool exciting person traits that we all desire and want from our everyday life “To the extreme”. Now we come to the final and mist recent advert the 2012 advert shows a room full of males on treadmills. One side of the room are drinking Lucozade in order to keep running the other side are drinking ordinary water. The test begins to move forward and the males who drink the water fade fast whilst the Lucozade males are able to run for a lot longer thus making Lucozade the more energy filled drink making it suitable for athletes and busy people who exert for long periods of energy. 

Conclusion

In conclusion I found a few constant factors in all areas of my research. One of these factors is that none of the people in the later adverts are female however females are shown drinking Lucozade in the original advert. My verdict on this is that as time as gone on Lucozade has mainly been targeted towards men and throughout my questionnaire I asked the question “Which gender do you think Lucozade is more targeted towards? The answer to this question was considerably consistent and almost everyone answered male clearly this product is not unisex. One other constant factor is that fact that this is a sport or exercise drink not only is this portrayed massively throughout the last two adverts especially. Also when I asked my range of people on my questionnaire and I asked them when they would use the drink they replied with “The Gym” and “Running”