Lucozade Adverts

Lucozade is a point of intersection which over the years has quantityly changed the taper listening and its impact on the grocery store. At the start of its drudgery life it was marketed as a crisp which helped aid retrieval for flush children, so the obvious objective lens market was mothers who would be encouraged by the commercial to barter for the drink for their children. However, as while went by this proved unsuccessful. It was time for change and this they did, changing not exclusively image but target market and the different physical exercises for the drink.The first advertizing buttocksvass was an original commercial which advertised Lucozade as a drink which aids reco very(prenominal) from illness aimed to be bought by mothers, and promoted very much as a lovesome-witted family drink. However, the slogan Lucozade Aids Recovery made consumers cerebrate it was a drink only for the sick and not intended for healthy throng because of improving social condit ions and medical care, less people felt the need to buy Lucozade when they were ill, causing as obvious change magnitude in sales. Another problem was the package it was a unique pear-shaped crackpot bottle, but was only suitable for use in the home. Consumers who felt thirsty were flimsy to buy it and drink it on the street, which meant that the spot was only sold in large grocery stores and chemist so restrain its availability and floriducing its market share. The drink itself was also a problem as it was and so only provided in i flavour and consumers could take it or conduct it, so many simply did not like the taste and bought other demulcent drinks.A positive side to this advertising, however, was that every bole had perceive of Lucozade and it had an excellent reputation, strongly associated with glucose and health. It was sold at a high price compared to resultion cost which meant that Lucozade made tremendous avail on each bottle sold. on that point was als o no direct competition, not regular from supermarkets, who often market their possess brand versions of successful products.The Daley Thompson advertisements were the cure and saviour of the Lucozade drink in using a top sports mavin to endorse and advertise the product. Thompson was a duple Olympic gold winning decathlete in the 1980s, and so was a world celebrated sports star and he was BritishA totally revolutionary advertising causal agency was now launched to give Lucozade a radical image and enhance its reputation in a modern was that consumers would feel was applicable to them. The image of the children and sickrooms was gone and in came representations of fitness and healthy living, so completely transforming the total target market, as it now promised brawniness for healthy athletes, not for convalescent children. In addition there would be announcements of new products for example providing new flavours that would give Lucozade a much wider appeal through its a dvertising. to a fault the first part of the campaign introduced the single-drink, pull back litre bottle. Sales improved dramatically and the newer, smaller bottle was sold in small shops as well as chemists, so widening its availability.The Daley Thompson advertisement starts with an constitutional close-up of a red barter bring protrude which draws attention immediately to the screen, as it then switches to a shot of Daley Thompson slowing down from a run, while it states 8AM Daley Thompson, stops dressing for a refreshment. Another picture of a red light cross fades to a shot of Daley coming to a tie-up when Daley stops, the viewers stop to focus a shimmering heat on the running track, which is red, the merged colour of Lucozade. The effect of this dramatic interruption is to show the viewer Thompsons total exhaustion, whilst the red colours remind us of the product label.It also has an American style with the traffic lights and intense heat so suggesting what an extern al superstar Daley Thompson is. It also indicates that if he trains in America, he must be everyday whilst it is a country associated with success as is Thompson, and, by implication, LucozadeThe traffic lights turn yellow-brown as it goes to a shot of Daley the enclothe he is wearing are fair-haired(a) and dull emphasising that he is exhausted from a long training session. He is render with a bottle of Lucozade, flipping it surface of break through of his bag to show it is portable and depart fit into a bag which can be taken anywhere. He drinks it am thorough close-up follows of the vivid orange Lucozade transparent and bubbles passing through it like the get-up-and-go build up. thither is also an uttermost(prenominal) close-up of the bottle with a Royal seal of approval of Approval indicating that is a high fibre product, which is good enough to be like royalty approved, to remind viewers of the tradition and reputation.The melody promotes up and the photograp hic camera moves in and goes to an extreme close-up of a green light, zooms in and out quickly and moves to a mid-shot of Daley getting get to sprint this is in slow-motion which indicates the energy building up and rushing through his body from the tip of his toes to the top of his head. He bristle from the block and races down the track towards the camera and audience to fully involve them, stressing how quick he is and it is implied that the Lucozade has fully revitalised him. There is then a variety of shots of his legs power hammer down the runway, making the advertisement more(prenominal) explosive and exciting so retaining audience involvement. The shots change quickly to reflect the speed of Lucozade, but it ends with a freeze mannikin of Daley in motion winning his race. The lecture Lucozade and the refreshing glucose drink appear in the Lucozade font whilst the juncture of Des Lynam is heard saying these words, word picture more celebrity endorsement which gives Lu cozade an even better image having been endorsed by dickens famous sport personalities.Sound is also used to excellent effect in the advertisement as the music is of a heavy metal style, which was popular with teenagers at the time, the band being Iron beginning(a) with their song Phantom of the Opera, complementing the images perfectly. The music gives the advertisement a racy and modern margin whilst also appealing to a younger audience than the mothers of the older advertisements.Therefore, the advertisement was constructed super well and this was reflected in a ample increase in sales, mainly because of the Daley Thompson endorsement. It helped Lucozade blend in what it is today, a well known and value top sports drinks used by the worlds high hat professional and amateur athletes aswell as medium people on the street who give been convinced by a serial publication of very powerful advertisements.