THE HISTORY OF LUCOZADE

It was surprising to learn that Lucozade didn't always use to be an energy for the healthy, in fact it was quite the opposite.

In the 1950's the drink was a tonic for the the sick. It was used in hospitals and at homes for those who were ill. The drink however need to be reinvented in order to boost sales, and so it transformed into the energy drink we know today.

The energy drink, Lucozade, was meant to be for the healthy and athletic to give them that extra boost. It was marketed as giving you "the edge" which was a word to show how it stimulates and helps your body to keep pushing forward.

Lucozade used Laura Croft, an iconic and well known adventure video game character, to further show off their product as a drink that powers your body.

Due to the fact that Laura Croft was a computer character and not a real celebrity, she could be controlled and not make any mistakes.

A 30 second ad shows Laura croft being chased through a labyrinth of tunnels while being chased by creatures. She nearly runs off a cliff and a bar indicates that he energy level is low. She looks into her inventory we she has a energy bar, coke and a Lucozade. She picks and drinks the Lucozade and her mind and body are instantly refreshed with a boost of energy ad she successfully escapes the pursuing beasts.

This ad appeals to woman, due to the fact that it shows a girl power character being the hero, as well as men, due to the woman doing many manly, adventures things. The character is also very well known and was current as that time show many people would have recognized her as she quickly became an icon embraced by many.

This ad portrays Lucozade perfectly as it shows the affects of Lucozade while using a beloved and entertaining character.