When Lucozade wasnt doing so well, they decided to use the endorsment of a fictional video game charector. They used Lara croft, their adverts showed Lara Croft in difficult situations, on the brink of death and then she drank lucuzade and overcame her obstacles.
http://www.youtube.com/watch?v=1UV61wIsNBA&feature=related
http://www.youtube.com/watch?v=4TT4ygg9S-M&feature=related
http://www.youtube.com/watch?v=sfcZWvHwjmc&playnext=1&list=PL2556B1C9FA73D074&feature=results_video
The adverts show lara croft who is a cool female role model and she is portryaed as rather cheeky and daring. This makes the target market feel like if they also drink lucozade then they will be cheeky and daring like Lara Croft.
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