Media Studies - Lucozade Advert

How much was the global sports drink market worth in 2020?

$24.54 billion.

What helped increase the market for sports drinks?

Esports drinks, brands targetting millenials and females, ‘super drinks’ and natural sweetner/low sugar alternatives.

Who owned Lucozade and when did the brand start?

GlaxoSmithKline, started in 1927.

What did Lucozade become well known for?

Rebranding - when it originated, it was supposed to help sickness, and as it grew into the 60s and 70s, ravers liked it for hangovers, and its rebrand in 2012 established it as an energy drink/sports drink.

When was Lucozade sold and who to?

Suntory, in 2013.

What was the rebrand campaign called, and how much did it cost?

‘I Believe’ campaign, which cost 4 million.

Who was used as the poster boys/brand ambassadors of the adverts?

Gareth Bale and Alex Oxalade-Chamberlain, two footballers, creating aspirational male star marketing.

How is the ‘In A Different League’ text a reference?

Gareth Bale at the time was linked to a move to Real Madrid, more glamourous then where he had previously been playing, linking to the target audiences cultural capital.

How does the lighting represent the brand?

High key lighting creates an upbeat mode of address with a bright blue and yellow colour scheme to mimic the brand.

How does the text on the screen motivate the audience?

‘Scientifically Proven’ makes mythical claims about the value of the brand and the ‘proof’ of hydration that had come from the previous advert.

What did one of the adverts famously get taken down for?

One got an ASA ban linked to problems with health claims.

What effect does the framing technique give?

The framing gives authority and legitimacy, even if it isn’t.

How is eye contact used in the advert?

Bale is to the right, making eye contact at eye level, a stereotypical gendered challenge to the potential consumer.

How is Bale presented in this advert?

Bale is presented as stereotypically physically dominant, broad shoulders, muscular, armed for the female gaze as an idealised masculine role model for male audiences.

What font does the advert use and what effect does that give?

Sans serif font, gives a modern and easy to read impression.