Lucozade advertisement


Conventions of sports drinks ads

Lucozade is a historical British brand from 1927. owned by multinational conglomerate GlaxoSmithKline but sold in 2013 to a Japanese manufacturer Suntory and they produced this ad as one of the first things they did. 1960s was used for sickness but now used for sport. I believe campaign was part of a £4m campaign across digital and press platforms as a sports drink to help performance. Gareth bale and Alex Oxlade-Chamberlin used as brand ambassadors and aspirational models. Intertextual reference to the Nike "Just Do It" imperative strapline. "I believe" strapline uses factual information: "hydrates and fuel you better than water". Gareth bale linked with a move to a new glamourous club, Real Madrid which references the "In A Different League" slogan.

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