Lucozade Advert

Ownership and institutions 

• The chief executive of GlaxoSmithKline tells the BBC that deal is good for employees. The Lucozade and Ribena drinks brands have been sold byGlaxoSmithKline (GSK) to Japanese firm Suntory for £1.35bn. Suntory already owns beverage firm Orangina Schweppes, and the deal is expected to help it expand into new markets
• Created as "Glucozade" in the UK in 1927 by a Newcastle pharmacist, William Walker Hunter (trading as W. Owen & Son), it was acquired by the British pharmaceutical company Beecham's in 1938 and sold as an energy drink for the sick as Lucozade. The company's advertising slogan was "Lucozade aids recovery"
• Worth 1.35 billion
• Lucozade Sport is a major sponsor of events, teams and athletes in the UK and Ireland, including the Amateur Rowing Association(ARA), FA Premier League, FA Cup, England Rugby Football Union, England Football Team, the Republic Of Ireland Football Team, the London Marathon, Parkrun, Michael Owen, Steven Gerrard, Damien Duff, Ronan O'Gara, Ben Wynne and the powerleague. From 2012, the McLaren Formula One team is also sponsored by Lucozade.
• Lucozade is a soft drink manufactured by the Japanese company Suntory and marketed as a range of sports and energy drinks
• Associated brands: Lucozade Sport, Lucozade energy and Ribena
• Lucozade originally was available in only one variety, which was effervescent with a distinctive sweet citric flavour. It was sold in a glass bottle with a yellow cellophane wrap until 1983, when Lucozade was rebranded as an energy drink to shift the brand's associations away from illness. The slogan "Lucozade aids recovery" was replaced by "Lucozade replaces lost energy". The glass bottle was replaced by a plastic (polyethylene terephthalate, PET) one. After the rebranding, between 1984 and 1989 UK sales tripled to almost £75 million
• A glucose–water solution, the product was sold until 1983 as a carbonated, slightly orange-flavoured drink in a glass bottle wrapped in yellow cellophane. Pharmacists sold it, children were given it when ill, and hospital visitors could regularly arrive with a bottle. It was rebranded it as a "pick me up" in 1978 and as a sports drink in 1983 to associate it with health rather than sickness. The company switched to a plastic bottle and introduced a range of flavours. As of 2016, a 500-ml bottle contained 62 g (15.5 cubes) of sugar, more than Coca-Cola. In 2017, to avoid sugar tax, the drink was reformulated to contain 4.5 g of sugar per 100 ml of liquid

Product context

• Created as "Glucozade" in the UK in 1927 by a Newcastle pharmacist,
• Acquired by the British pharmaceutical company Beecham's in 1938 and sold as an energy drink for the sick as Lucozade
• It was rebranded it as a "pick me up" in 1978and as a sports drink in 1983 to associate it with health rather than sickness
• Originally, it was launched as a energy drink to aid recovery for the sick. However, it was relaunched as a sports drink 
• In 2016 an estimated 3.7 million people used 'Lucozade Energy' in the UK.
• In 2013, 4 446 000 drank Lucozade sport, and 4 598 000 drank Lucozade Energy  
• In 2014, 4 217 000 drank Lucozade energy and 3 909 000 drank lucozade sport
• In 2015, 3 738 000 drank Lucozade energy and 3 381 000 drank lucozade sport
• Since its launch Lucozade has been the market leader in the energy drink category with just under 60% value share of the category. Key competitors include Red Bull and Powerade with 27% and 4.5% value share respectively. 
• Launched in 1990 to phenomenal success, Lucozade Sport was the UK's first mainstream sports drink. The brand now has a 17% value share of the Energy category and is the UK's leading sports drink. The range has also been extended to include a nutrition bar and carbohydrate gel.
• A pharmacist in Newcastle formulated Lucozade in 1927. He wanted something to help his children during times when they might be suffering from a cold or the flu. He formulated a palatable, easily digestible glucose drink that could help recovery from sickness by providing them with energy when they did not feel like eating food.
• In 1938 the brand was bought by Beecham and was distributed nationwide, soon becoming renowned across the country as a trusted symbol of recovery.
• The 1950s and 1960s saw Lucozade begin heavyweight national advertising support. The result was classic advertising of the age depicting sick children enjoying the 'nice part of being ill'.

• However, by the 1970s there was a decreasing role for Lucozade in people's lives as the general population began to grow healthier as the incidence of illness became less frequent: The days of the heavy annual cold and the epidemics of flu were in significant decline. As a result, sales of Lucozade began to drop. An initial brand repositioning, which remained rooted in health and recovery, sought to position Lucozade as a healthy provider of energy to help people recover from the natural daily lulls in energy they might suffer during the day. This was not a great success and the brand's future looked to be in jeopardy.
• It was in 1982, however, that the most significant and successful re-positioning took place. 'Aids recovery' was removed from the bottle and was replaced with 'Replaces lost energy'. Lucozade became a brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential. Using the Olympic Decathlete Daley Thompson as a brand icon, Lucozade went from strength to strength. With a succession of new flavour launches and innovations in packaging, the brand became one of the 1980s famous success stories.
• In 1990 the Lucozade brand diversified further with the launch of Lucozade Sport, a range of isotonic sports drinks. In balance with your natural body fluids, the brand promised to 'get to your thirst, fast'. Lucozade Sport was the first brand to launch with a sports sponsorship deal namely British Athletics and the FA Carling Premiership and continues to be endorsed by some of Britain's leading athletes including Michael Owen and Jonny Wilkinson.
• Lucozade Sport Hydro Active, launched in 2003, is positioned as a fitness water for people who exercise or go to the gym. This carries on a tradition for Lucozade Sport in creating a new sector that is in tune with changes in lifestyles and reflects the development of sport & physical activity.

1950s advert from when it was still advertised as a drink to aid recovery in the sick. Advertised as a glucose drink, for young children and recommended by doctors etc. You can then see a change when its advertised in black and white, as this refers to replacing lost energy, specifically showing the example of footballers, changing the brand image from a health drink to one of energy and for on the go.

• Events in 1983 that may have influenced the brands rebranding: 26 March – Liverpool win the Football League Cup for the third year in succession, beating Manchester United 2–1 in the final at Wembley Stadium. The Reds, whose manager Bob Paisley will retire at the end of the current football season, are also on course to win the Football League First Division title for a record 14th time.
• 21 May – Manchester United and Brighton & Hove Albion draw 2–2 in the FA Cup final at Wembley Stadium. The replay will be held in five days time.
• 26 May - Manchester United defeat Brighton & Hove Albion 4–0 in the FA Cup final replay at Wembley Stadium. Bryan Robson scores two of the goals, with the other two coming from Arnold Muhren and 18-year-old Norman Whiteside
• Events in 1927 which may have caused the brands release of lucozade: 6 March – 1000 people a week die from an influenza epidemic
• Associated products: Lucozade Sport, Lucozade Sport low cal, Lucozade Sport Elite, Lucozade Energy, and Lucozade Original. Competitors include Coca Cola, Gatorade and Powerade
• News stories: Lucozade fans complain after soft drink switches to lower-sugar recipe, Lucozade Sport ad campaign banned for claiming drink hydrates better, Police child protection officer 'spiked Lucozade with screenwash, Woman dies at Linkin Park Laughing yobs spark 'acid attack' fears by squirting mystery liquid at random tube passengers from Lucozade bottle, Diabetic man slams 'misleading' Lucozade packaging after almost slipping into coma due to low blood sugar, Boy survives on 4 bottles of Lucozade a day as incurable condition limits him to just 25g of protein