When was lucozade sport released

Lucozade Sport contains carbohydrates and electrolytes to help enhance hydration and maintain endurance performance. Lucozade Sport - Orange. Add to favourites. Product Information. Nutrition Ingredients. In a ml bottle In every ml.

Typical values per In a ml bottle: Energy kJ kcal , Carbohydrate The volume potential in the CSD market was enormous. However these positive aspects needed to be set against factors standing in the way of a straightforward market entry. For this group, Lucozade brought with it a lot of negative 'baggage', as something their mums had given them when they were ill as kids.

It was felt that these problems could be addressed via advertising that would do two things. It would justify a price premium via a USP, and in execution use imagery which this new young target audience would find motivating. The USP Unique Selling Proposition to justify the price premium was based on the brand's particular benefit claim Lucozade is the only soft drink that is delicious, refreshing, and can quickly replace lost energy.

It was the perfect environment in which to demonstrate the rational claim, and was entirely suitable for the aspirations, interests and motivations of the new target audience. Recognised at the time as the world's greatest athlete, Daley Thompson was signed as the spokesman for Lucozade, and in July he featured in a Lucozade ad for the first time.

The results were mixed. Sales of ml increased significantly but these coincided with the hottest summer since , and again, the original large bottle failed to respond. By year end sales were at the same level as the previous pre-CSD level.

Moreover, there was concern that the Millward Brown advertising awareness tracking data showed the Daley advertising to be significantly less efficient at generating awareness than its predecessor , the 'ups and downs' campaign, awareness index 7. To check this and to help creative development, the ad was researched qualitatively, in group discussions amongst teenagers and young adults. This research showed quite clearly that the advertising was not working. The analysis boiled down to two principal problems, and we have used verbatims from the groups as illustrations of each point: The ad relied too heavily on what was said to communicate its message; The ad was using Daley as a 'bolt-on' addition who was therefore left to on behalf of the brand; Whilst the analysis of the advertising was not undertaken in these terms at the time, it is worth introducing more up to date research to the analysis of the past.

These are described and discussed more fully in Appendix 1, but for the sake of brevity we shall adopt the Davies Riley-Smith nomenclature here. Their work suggests four models of advertising, 'sales response', 'persuasion', involvement', and 'salience'. The 'Training' ad was developed according to the 'persuasion' model, implicitly assuming that consumers required a 'reason why' to justify purchase, and that the justification would be provided by claims made in the ad.

Yet the CSD market is characterised by advertising according to the 'involvement' model, where people develop a direct relationship with advertising and find the brand more approachable by finding the advertising more approachable.

A new brand entering a competitive market needs advertising with a difference from the market norm, but 'persuasion' was not the way to go. The qualitative research confirmed this analysis. From this assessment came the 'Traffic Lights' TV commercial an embodiment of energy visually, symbolically and structurally.

Traffic Lights sought to portray the energy of Lucozade rather than 'explain' it. Post rationalising, one could say that all the elements of the ad said 'energy', but this was not how the ad 'worked'. Lucozade Energy continues to drive category growth through advances in consumer understanding so when consumers' revealed they were looking for energy for their brain as well as their bodies, Lucozade Energy set about scientifically researching this need. The result was evidence to demonstrate that Lucozade Energy is an effective provider of energy for the brain as well as the body with proven effects to benefit concentration, focus and alertness.

Lucozade Sport's role as 'essential preparation' for sport has created new opportunities for the brand. Of particular note, was England's victory at the Rugby World Cup The England rugby team use Lucozade Sport and Matt Dawson and Jonny Wilkinson are both sponsored by the brand: What better demonstration of the brand's benefits than enduring minutes of hard World Cup Final rugby and still having the ability to drop-kick the most important kicks in England's history to win?

The launch of Lucozade Sport Hydro Active has created a new sub-brand and market sector of fitness water. Heavyweight advertising started in the s and s, communicating the benefits Lucozade offered during recovery from cold and flu. Typically, poorly children were depicted being given Lucozade at times when they were suffering with colds and Lucozade became known as 'the nice part of being ill'.

It was in the s, however, that Lucozade advertising really came into its own with the famous and groundbreaking Daley Thompson campaign. As the Olympic gold medal winning decathlete, Daley was an ideal embodiment of someone who needed seemingly limitless amounts of energy in order to perform and the campaign, along with its stirring Iron Maiden soundtrack, is still remembered fondly by people today.

Since then Lucozade has used a number of iconic figures in advertising including Linford Christie, the Olympic m Sprint gold medal winner, and, most recently, the Tomb Raider heroine Lara Croft. The result has been a significant acceleration in the increase in sales following the introduction of each new icon with the brand doubling in size since The campaign captures a sporting truth that has never been used by a sports brand before -- the importance of preparation.

The advertising depicts a number of men and women in the midst of preparing for their sport, whether a jogger stretching or Michael Owen moments before leaving the changing room. The message is simple - whatever your level or sport, preparation is key, and Lucozade Sport is an essential part of this.

Lucozade Sport Hydro Active's advertising is different again. The iconic campaign features a female figure made of water running, flipping, diving and swimming. The campaign uses leading edge technology to communicate how Hydro Active has been specifically designed for exercise, offering more benefits than water alone. Head of Marketing and Communications Competitive salary, dependent on experience.

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