Lucozade

history of lucozade
- created in 1927, and at that point it was called glucosade.
- 2 years later renamed lucozade
- 1983, rebranded as a sports drink over a health drink

therefore lots of sport person ells advertise it

campaign:

4m or 9m campaign, both claims are made online
agency - Grey London
Glazosmithkline consumer healthcare - owners of lucozade in jan 2013
lucozade sold to Suntory in sept 2013 for 1.35b
as stars Gareth bale and Alex oxlade chamberlain
campaign banned in jan 2014 by ASA as it failed to show that it only had benefits during prolonged exercise.

social context:
social anxieties: the athletic and muscular bodies represent the male obsessions with their body image thus attributing a certain body insecurity to the target audience.

cultural context
consumerism: the total value of the soft drinks market in the uk is around £15 million
celebrity culture:
capitalising on star appeal