I swear by the sport still version, it helps with colitis and improves hydration status of people suffering with this illness! The Fact Site requires you to enable Javascript to browse our website. You say Glucozade, I say Lucozade. In Lucozade increased its product range for consumers by releasing their tablet form. After even more successful advertising campaigns back they then release their apple flavor.
Lucozade Sport — For healthy people! Since then, Lucozade has gone healthy and created Lucozade Sport. Soft Drinks. Peter August 15, Humal December 20, It was first developed by W. MJT July 19, It was first developed in by a Newcastle chemist for his son who was recovering from jaundice.
Over time it became popular, and was bought by Beecham, who launched the brand in the classic yellow cellophane wrapped bottle in The glucose in Lucozade is in a form that can be easily assimilated into the body, so that in illness, when there is appetite loss or food is difficult to keep down, a drink of Lucozade can help provide the energy the body needs to recuperate.
The brand was consistently promoted on this basis, and older readers will recall the advertising campaigns of the s and 60s, during which time the brand grew in sales and profit contribution, eventually to become the company's biggest brand. However, during the s the brand started to decline. Lower levels of sickness, less frequent flu epidemics and increases in real price all contributed to a decline in consumer demand. To address this problem, the 'ups and downs of the day' advertising campaign was developed in , designed to extend usage for the brand by positioning it as an in-health pick-me-up for housewives.
Nevertheless, this campaign was only part of the company's effort to get in-health usage, and in , a new ml widemouth bottle was introduced in the 'one-shot' market.
Despite a successful introduction of the new packaging format, which carried the new brand positioning 'Lucozade replaces lost energy' replacing 'Lucozade aids recovery' , by sales were no higher than in , before the launch of the new bottle. Sales in the original large bottle were failing faster than they were increasing in ml.
Housewives and children were still the predominant users, and illness and recovery the main reasons for consumption. 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. In it was renamed Lucozade and in it was acquired by Beecham's now known as GlaxoSmithKline. Until it was sold as an orange flavoured, carbonated beverage and was commonly taken into hospitals in the UK by visitors.
In a bottle of Lucozade contained more sugar than a Coca-Cola soft drink. Interesting Lucozade Facts: Until Lucozade came in a glass bottle with yellow cellophane wrapping. Glucozade was originally created to provide energy to those suffering from influenza or the common cold or other common illnesses.
Energy drinks such as Lucozade are marketed to provide energy from sugars to increase athletic performance and endurance. Lucozade has a high sugar content making it appropriate for those suffering from hypoglycemia.
The ingredients of Lucozade include carbonated water, glucose syrup, citric acid, lactic acid, unspecified flavouring, potassium sorbate, sodium bisulphite, caffeine, ascorbic acid, and color.
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