Marketed in the last thirty years Essay Example
Marketed in the last thirty years Essay Example

Marketed in the last thirty years Essay Example

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  • Pages: 3 (716 words)
  • Published: December 14, 2018
  • Type: Essay
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With reference to the adverts studied, explore how 'Lucozade' has been marketed in the last thirty years. Television advertisements have become the most extensive and widespread form of product advertising over this time period. They are now a commonplace part of our daily lives, relying heavily on images brought to life by actors that are more powerful than those found in newspapers, magazines or billboards. These images aim to introduce new ways of visualizing people, places and events, creating a specific perspective of the world. Advertisers suggest that their target audience can also be part of this world if they purchase the right product.

All three Lucozade adverts meet the standard for effective advertising. The earliest advert from the 1960s showed a recovering child and mother both benefiting from Lucozade's restorative properties. By the 1980s, Lucozade depicted the world of

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elite athletes enjoying the energizing properties of the product, and more recently, Lucozade has broadened its appeal to include the computer character Lara Croft from the 1990s. Beechams' marketing efforts have shifted Lucozade's target audience over the past three decades from "good mothers" in the 1960s to anyone who drinks soft drinks and desires energy. With progressive marketing, Lucozade not only survived as a product but also saw a significant increase in market share. Effective slogans are essential for an advertising campaign to succeed.

Advertisers utilize a range of methods, including humor, unusual spelling like 'Beanz Meanz Heinz', and rhymes, among others, to evoke emotions. Regardless of the approach, the slogan must be striking enough to stick in the consumer's mind. Ironically, Lucozade suffered from the success of its original slogan 'Lucozade Aids Recovery' by the en

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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.

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