Marketed in the last thirty years Essay Example

of the 1970s. This made consumers believe that it was only for the ill, which was useful when it was first introduced in the late 1920s but detrimental to product sales over time due to improving social conditions and medical care. Moreover, it was available in restricted outlets such as chemists or specialty stores and only came in the original flavor in large glass bottles.

Despite having a good reputation, wide profit margins, and no direct competition, Lucozade's product survival was threatened by steadily decreasing sales and no realistic hope of recovery. To avoid suffering the consequences of its product no longer being in tune with the times, radical changes were necessary. The previous image of targeting middle-class mothers in their cozy, suburban family homes proved too limiting and narrow a market for Lucozade. While it had some advantages, such as appealing to mothers from lower classes who aspired to the middle-class image portrayed in adverts, sales continuously fell. By solely focusing on low and middle-class mothers with sick children, Lucozade effectively placed all their eggs in one basket.

When it comes to attracting potential customers, the overall design of a product is often the first thing that catches their attention. This is also true for advertising campaigns, where design and image collaborate with advertising copy and product logo to present a specific perception of a product or service. Beechams decided to revamp Lucozade's image by emphasizing the original product's positive features, such as its established and reliable brand name and association with glucose and wellness. They made a bold move by eliminating pictures of sick beds and recovering children, replacing them with imagery of the world's

top athlete and a representation of health and fitness.

The new advertising campaign for Lucozade aimed to achieve design consistency by filming in gold tones, which is the corporate color of the brand. This linked back to the original product and conveyed an image of energy and fitness. The old slogan was dropped, but the energetic style of filming, rock music soundtrack, and powerful slow-motion camera shots implied a new slogan. The advert was set trackside instead of bedside to reinforce the image of energy. Overall, the advert relied on non-verbal communication to convey the implicit meaning of the athlete, setting, and product to viewers.

The non-verbal cues of wellness and physical strength allow for certain assumptions about the new Lucozade. In essence, Lucozade's ad campaigns have evolved from promoting "Lucozade Aids Recovery" to emphasizing "Lucozade Aids Performance." This significant shift in tone broadened Lucozade's potential consumer base and increased its overall attractiveness.