Lucozade

In 1927 a pharmacist in Newcastle created Lucozade. He made it because he wanted something to help his children recover from when they may have flu or a cold. He made an easily digestible glucose drink that could help recovery from sickness by giving them energy when they didn't feel like eating because you often lose your appetite when your ill.

In 1938 the brand was bought by a company called Beecham and was distributed nationwide. It soon became a well known symbol of recovery.

In the 1950s and 1960s It started using national advertising. It was advertised using sick children drinking lucozade enjoying the 'nice part of being ill' and the tagline was ''aids recovery'' Another tagline used was ''invaluable in sickness and in health''  With several flu epidemics during the two decades Lucozade established itself as a trusted household name.
But by the 1970s the Lucozade sales heavily declined because flu and colds became less and less common. Lucozade sales fell greatly and the company looked as if it may have been in crisis.  However in 1982 they decided to remove ''aids recovery'' from the bottle and advertising and replace it with ''replaces lost energy''  Lucozades new values were to 'give people the energy they needed to perform to their full potential.'

in 1985 They used celebrity endorsement, using the Olympian Daley Thompson for several adverts as a brand icon. Lucozade became huge and they launched lots of new flavours and new packaging, the brand became a huge success!

Daley Thompson Lucozade adverts:
http://www.youtube.com/watch?v=5Vam5Lxadio
http://www.youtube.com/watch?v=QiEo20Vjb2M&feature=endscreen&NR=1

Since then Lucozade has used a number of iconic figures in advertising including Linford Christie, the Olympic 100m Sprint gold medal winner, and, most recently, the Tomb Raider heroine Lara Croft. The result has been a significant acceleration in the increase in sales following the introduction of each new icon with the brand doubling in size since 1988.  The Lucozade brand has a history of bold, memorable and iconic advertising.

In the early 1990s Lucozade expanded the product further by launching lucozade sport.
a range of sports drinks which replace your fluids after exercise and quench thirst. the brand said it would 'get to your thirst, fast'.  Lucozade Sport was the first brand ever to launch with a sports sponsorship deal. It was sponsored by British Athletics and the FA Carling Premiership. Even today it continues to be endorsed by famous athletes.
In 2003, Lucozade launched a new drink- ''Lucozade sport hydro active'' it is a fitness water for people who do lots of exercise. This carries on a tradition that Lucozade creates new drinks to correspond with changes in lifestyle and development in sports and exercise.

over the years Lucozade has grown as a brand and now has many products to cater for all possible energy and nutritional needs: Lucozade energy, Lucozade sport, Lucozade sport lite, Lucozade sport hydro active, Lucozade revive, Lucozade nutrition. They also have lots of spin off products like tablets, energy bars and gels to give you energy and they sell water bottles as well.  

Lucozade energys brand values are that Lucozade brings health and energy and therefore makes people happy. It cures illness and gives you the energy to fulfil your full potential.

For Lucozade Sport, the values are closer to those of a real sportsman. The brand is gutsy and committed and truly savvy, offering real performance benefits. Magic doesn't work with sports participants: they want to know what Lucozade Sport will actually do for their performance on the field.