Lucozade

Institution / Ownership 

• Lucozade is a soft drink manufactured by the Japanese company Suntory and marketed as a range of sports and energy drinks. 
• Origanally created as "Glucozade" in the UK in 1927 by a Newcastle pharmacist, William Walker Hunter. Hunter sold the product to Beecham Group in 1938 and it was eventually renamed to Lucozade.
• The company's advertising slogan was "Lucozade aids recovery".
• A stated purpose of sports drinks, which provide many calories of energy from sugars, is to improve performance and endurance
• The drinks are marketed as soft drinks; a soft drinks industry spokesman said in response "By helping people participating in sport to perform better and to recover more quickly, sports drinks can encourage people to exercise more"

Product context

• First launched in 1927 in the UK.
• The companys' slogan is " Lucozade aids recovery"
• It is a sports drink, the main prupose is for the people who particapate in sports perform better and make them more active. As the softdrink industry spokesman has stated "sports drink encourages people to excerise more"
• The brand initally began as " Glucozade" , invented by William Walker Hunter in 1927 in Newcastle, after he had taken over the buisness of Pharmaist William Owen.
• In 1938 , Hunter sold the product to Beecham group and the brand was renamed ' Lucozade'.
• They sold energy drinks for the sick as Lucozade
• Lucozade was origanally avaliable in only one flavour/variety, which was effervescent with a distinctive sweet citric flavour
• It was a glucose-water drink sodl in a glass bottle wrapped in yellow cellophane wrap until 1983
•  Pharmacists sold it, children were given it when ill, and hospital visitors would regularly arrive with a bottle
• Here shows one of the very first lucozade ads (date unknown) to a side compariosn of the 2013 'i believe' campaign ad poster featuring Gareth Bale. Firstly, We can noticably recognise the difference and rebranding of lucozade by the style of the ads. For example, the 2013 one features more vibrant and energetic colours, whereas the the earlier one is alot more subtle when it comes to the colour, resprenting lucozade as more of a recovery beverage for the sick. 
• The more recent lucozade advert creates several impacts on the brand image: 

- Makes the brand become associated with health and fitness/energy rather than sickness

-Appeals to the younger generation

-Could appeal to Garath Bale's fanbase