1927 - marketed as glucozade - meant to give energy to the sick
1929 - renamed lucozade
1983 - re branded as a sports drink rather than a health drink
campaign - 4 million pounds
agency: Grey London
GlaxoSmithKlne Consumer Healthcare - owners of lucozade in Jan 2013
Lucozade sold to statutory in Sept 2013 for £1.35b
Ad Stars: Gareth Bale (spurs) and Alex Oxlade Chamberlain (Arsenal)
Campaign banned in Jan 2014 by ASA as it failed to show that it only had benefit during prolonged excersize.
'Do you believe?' 'YES' and 'scientifically proven' - words that stand out
consumerism: the total value of the soft drink market in the United kingdom is around £15 Billion
celebrity culture: capitalizing on star appeal/ star as commodity
- Gareth bale use of celebrity
- representation of man 'new man'
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