- lucozade logo - dynamic, never ending cycle of drinking it and buying it
- bold yellow and blue - eye catching (colours of lucozade sport)
- Gareth Bale - celebrity endorsement
- Gareth Bale stats included in advert to suggest what lucozade has done to him to make him so successful
- 'in a different league' league connotes to football and GB's high status
- no light-heartedness
- 1st advert was banned ('better than water')
- early lucozade adverts highlighted the scientifically proven health benefits (50s)
- created in 1927 as glucozade to give energy
- 1983 re-branded as a sports drink
- sponsorship deals with various sports
- lucozade Sport - no1 sports drink
- £4M campaign - AGENCY - grey london
- lucozade sold to suntory in 2013 for £1.35b
- Gareth Bale - Alex Chamberlain
- campaign banned in 2014 by ASA as it failed to show it only had benefit during prolonged exercise
- target audience - sport people, fit people
- serious, focused, disciplined facial expression of Gareth Bale
- masculine representation contrast to the older days where it was just for medical needs.
- performance and success
- BARTHES / SASSURES
- 'scientifically proven' 'YES' 'Do you Believe?' 'Give your all'
- total value of the drink market is around £15 billion
- capitalising on star appeal / star as commodity(makes money)
- representation of 'man' 'new man'
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