Lucozade

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It was created by Thomas Beecham in 1927, produced by GlaxoSmithKline (GSK), and is now owned by Suntory - a Japanese company.  The original purpose was to help re-hydrate during illness. The different drinks produced by Lucozade include Lucozade Energy and Sport.

The 1980s Re-branding

  • Changed from being a medicinal drink to being an energy drink
  • No longer sold in pharmacies
  • The bottle changed from glass to plastic
The 1998 Lucozade campaign used the fictional figure of Lara Croft from the globally successful Tomb Raider Video-game series

The iconic figure of Lara featured in a series of TV adverts and print poster campaign all aimed at establishing that Lara - a figure associated with vitality, strength, endurance, mental sharpness, and independence - relied on Lucozade to help her sustain that level of endurance and energy. 

The campaign was seen as a logical evolution of 1980s Thompson campaigns.

The target market has clearly evolved even from the target market illustrated in the mid-1980s Thompson campaigns. The Larzard campaign was marketed towards an even younger group of people. The target is clearly now teenagers and young adults who not only need a boost of energy but require the endorsement of a popular icon in their choices. this was the height of the sporting brand chic of Adidas, Nike, Reebok, and track-suit culture and Lucozade moved towards its isotonic campaign.

1990s Lucozade Sport Launch
  • Late 1990s, Lucozade diversified with the Launch of Lucozade Sport, a range of isotonic sports drink
  • Lucozade Sport was the first brand to launch with a sports sponsorship deal namely British Athletics and the FA Carling Premiership
  • Lucozade Sport Hydro Active, launched in 2003, is positioned as a fitness water for people who exercise or go to the gym
  • This carries on a tradition for Lucozade Sport in creating a new sector that is in tune with change in lifestyle and reflects the development of sport and physical.
The Lucozade 'I believe' campaign poster from 2013 was part of a £4 million mass market campaign to educate consumers about how the soft drink brand can help improve people's sports performance, and features footballer Gareth Bale as key brand ambassador.

The colour scheme for the poster matches the colours of the bottle - blue and yellow.

Gareth Bale - Brand Ambassador

In terms of the target audience for the campaign, Bale attracted most of the attention in the media on the launch, though the campaign was careful to introduce ethnic and cultural diversity by using a white ethnic Welsh sportsman (Bale), a mixed heritage British sportsman (Chamberlain), and a white British woman (Alexa Matthews).



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