Here we have another guest blog post written by Elliot Pottinger, this time he is examining Lucozade sports branding and advertising. This is just part 1 though, part 2 is a lot spicier. Enjoy!
Sports drinks are widely available, relatively cheap and they have a big target market, with people aged 16-25 the top consumers. Industry reports reveal 650 million litres are consumed each year worldwide and brands such as Lucozade, PowerAde and Gatorade have gained huge traction in international markets.
Sales for sports drinks reach £255m per year in the UK and are considered as the fastest growing sector in the soft drinks market even though there has been a slight decline in the past 2 years [1].
The beverages are a very popular choice for all standards of athlete and even those who choose not to take part in physical activity. Lucozade as a brand (a branch of GlaxoSmithKline, pharmaceutical giants) put lots of investment in to promoting their products. We are going to look at how Lucozade have got to where they are today and why their success has boomed over the last 10 years.
Stars out in force
Gareth Bale, Mo Farah and Daley Thompson are just some names that Lucozade have employed to promote their brand. This is clever as many consumers want to match the physical conditioning of these athletes and achieve the same heights on the sporting stage. This is especially true for younger athletes who see these individuals as idols, a ploy which will more than likely have increased the sales figures over the years. The bigger the star used, the more popular your brand is probably going to be.
Here is Steven Gerrard, ex England captain battling the heat before the world cup in Brazil 2014:
Faster, stronger for longer…
I am sure we have all been there, absolutely knackered after 20 minutes of training or feeling like a fatality may be inevitable after a weekend game. Anyone involved in playing sport will always want to improve and many look for additional ways to help them through their efforts. Sports drinks claim that carbohydrate fuels the working muscles by replacing glycogen; the sodium content also leads to enhanced hydration capabilities by restoring electrolytes lost through sweat. These statements are often joined by claims such as sports drinks are more efficient than water for improving exercise performance. ‘Great, there is a drink that can improve my performance? And keep me hydrated while doing so? I am in’. It is generally accepted that sports drinks are of benefit during prolonged exercise over 1 hour however there is still much debate which will be discussed in part 2 of this blog (exciting!).
My bottle is better than yoursbrands-lucozade-sport.jpg)
The container is often the best way for your product to stand out in a shop. You only have to go to your local Tesco’s to see how easy it is to get hold of a bottle of Lucozade. Bright packaging lures customers in and this is perhaps where Lucozade have trumped PowerAde, as the latter have a very basic colour scheme. Some even see it as a status symbol, a trendy way to impress your colleagues who are carrying the same drab bottle they have had for years. As well as an attractive appearance, they have even made the bottles user-friendly with a sports cap that ensures easy consumption for sports stars on the go, easy to gulp preventing backflow so your drink doesn’t fly everywhere. There are also 9 different flavours to choose from which can be seen in their 3 different product lines: Lucozade Sport, Sport Lite and Elite. Each one offers a general sport performance aid, a low-calorie option or one for those who train at higher intensities than most.
I’ll promote you if you promote me
Over the years Lucozade have made prestigious sponsorship deals with events such as the Virgin London Marathon and the Bupa Great North Run. These are major occasions on the sporting calendar that are attended by thousands and watched by even more. At each station the runners are offered the refreshment of a sports drink or good old-fashioned H₂O. Banners are proudly attached to walls and fences throughout the course and even on runner’s apparel. This of course is all seen on TV for everyone at home to realise that these drinks could be of potential benefit to sporting performance. Advice on training and nutrition can even be found by runners visiting the Lucozade Sport website so they can get the best possible result on race day.
Not to mention, Lucozade are also partnered with big organisations such as the National Governing Bodies of sport including the FA and England Rugby. This gives them coverage on all premier league games and any international fixtures for two of the most popular sports in the country. This means further exposure of their brand all over TV and at venues all over the country [3].
Summary
It looks like Lucozade have been doing pretty well on the advertising and marketing side. As noted there is still controversy surrounding the use of sports drinks for all types of athlete. Health concerns and lack of evidence seems to be working against companies like Lucozade and this has prompted the National Hydration Council and the Advertising Standards Authority (ASA) to intervene.
This will be examined in part 2 of this blog so keep your eyes peeled!
Tick Marketing 