Lucozade advert analysis

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Sports drink conventions:
  • Celebrity feature- often sports athlete 
  • Mostly male figures 
  • Product placement on the third 
  • Action shot 
  • Statistical support- claims and scientific 
  • Colour blue- associated with hydration and water- but also contrasting colours to help it stand out 
Context:
  • Lucozade is an embedded historical, but originally British brand (1927) 
  • Owned by multinational conglomerate GlaxoSmithKline, sold to global Japanese manufacturer and distributor, Suntory, in 2013 just after the campaign 
  • Lucozade famous for rebranding its product over the years- in the 60’s and 70’s a drink that could cure ‘sickness’ and in 80’s turned into a sports drink 
  • ‘I Believe’ campaign was part of a £4m campaign by Grey London across digital and press platforms to position Lucozade again as a sports drink that can help performance  
  • Footballers Gareth Bale and Alex-oxlade chamberlain used as poster boys/brand ambassadors- aspirational male star marketing 
  • ‘I believe’ makes intertextual reference to Nikes ‘Just do it’ imperative command strapline- self affirming 
  • Timings crucial- Gareth bale linked with move to real Madrid football club 

Controversy 

  • Banned by ASA- broke CAP (committee of advertising practice) codes. Controversy and hype may have added popularity to the campaign 

Media Language:

  • Strapline 
  • Blue and Yellow- contrasting sports colours- makes player seem powerful 
  • Statistics to emphasise its claim that it is better than water 
  • Rule of thirds- product in bottom right corner (readers eye drawn to it) 
  • Celebrity endorsement- Gareth bale- intimidating and serious direct address 
  • Representation- Bale seems to be a powerful 
  • Shot type- mid shot- helps to show that it is definitely Gareth bale representing the brand 
  • Also focused on the sweat- he looks like he has been training 
  • White thin border- looks like a computer screen (alongside the fact file) subconsciously shows a technological advanced and digital world 
  • Costume- sports kit- reinforces brand as a sports drink
  • Sans serif font is clear and easy to read- also looks like on a computer
  • Logo denoted twice to reinforce brand identity

How does the Lucozade advert use media language to convey brand values? 

The ‘I believe’ Campaign featuring Gareth Bale purposely uses specific media language elements to convey its brand values that ‘their drink is scientifically proven to be better than water’ so it makes you a powerful and aspirational sports athlete. For example, in the advert it features the line “In a different league” in a bold, masculine font face contrasted against a robotic patterned yellow background. The use of this copy illustrates that if you drink Lucozade, you will automatically be in a different position than people who drink water. Alongside this, the appearance of Gareth bale looking focused and sweaty enforces that after you drink Lucozade you will still have energy and feel superior, and therefore reinforces Lucozade’s brand values of being a masculine, scientific brand. 

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