Lucozade Sport

Made in 1927 named as Glucozade - meant to give energy to the sick

Renamed to Lucozade in 1929

1983 rebranched as a sports drink rather than health drink

Lots of sponsorship deals

£4 million campaign.

Agency: Grey London

GlaxoSmithKline consumer Healthware - owners of Lucozade in Jan 2013

Lucozade sold to Suntory in sept 2013 for £1.35b

Ad stars are Bale and Ox

Campaign banned in jan 2014 by ASA as it failed to show that it only had benefit during prolonged exercise 

Constantly says:

‘Yes’

‘Scientifically Proven’

‘Do you believe’

Total value for soft drinks in the market in UK is around £15b

Capitalising in star appeal/star as commodity

Bale use of celeb

Representation of man ‘new man’