Advertising and Marketing: Lucozade (Soft-Drink)

Advertising and Marketing: Lucozade (Soft-Drink)

Context and Background

• Lucozade was originally a glucose drink aimed to aid recovery of the ill.
• Shifted to a typical soft drink, promoted for its offering of high-energy and sports recovery benefits.
• Notable for its innovative approach to advertising and marketing.

Media Language

• Use of fast-paced, energetic visuals in advertisements to endorse the product’s energy-boosting image.
• Frequent use of vibrant orange visuals and packaging, conveying energy and vitality.
• Adopts a multi-modal advertising strategy – television, billboards, online and social media platforms.
• Powerful slogans such as “Lucozade aids recovery”,”Powered by Glucose” reinforce a high-energy, healthy image.

Representations

• Typical representation of its consumers as active, sporty, and healthy.
• Presents Lucozade as a necessity for ambitious, busy, or physically active individuals improving their performance.
• Sizeable use of celebrity endorsements – influential sports personalities or artists (like Katie Taylor or Stormzy) that its target demographic can aspire to.

Audience Interpretation

• Promotional campaigns are designed to appeal to youth and active adults, focussing on its energy-boosting benefits.
• Reinforces the idea that having an active lifestyle is desirable, and having a Lucozade can aid in keeping up with one’s goals, creating a positive appeal to fitness-conscious consumers.
• Past extensive marketing and brand recognition makes it familiar and appealing to a broad audience range.

Role of Media in Society

• Use of engaging multi-platform strategies reflects the integral role of media in today’s society.
• Lucozade’s strategic marketing and rebranding reflect businesses’ increasing need to adapt and evolve to changing consumer demands and market trends.
• Attunes with the ongoing trend of promoting health-conscious and active lifestyle, reinforcing society’s elevated health and fitness consciousness.

Examining the Texts

• Evaluation of various advertisements campaign will reveal the manipulated use of semiotics to endorse a specific product image.
• Quantitative and qualitative content analysis of the adverts will highlight the specific marketing strategy and the subsequent audience responses.
• Analyse the particular use of symbols, colours, celebrities, narratives etc. in creating a visual rhetoric in favour of Lucozade.

Remember, for your exam, the focus should be on how Lucozade utilises the tools of media language and creates representations through its marketing strategies. Analyse the implications of these strategies on its audience and wider society.