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LUCOZADEADVERTISING&MARKETINGCASESTUDY
https://www.campaignlive.co.uk/article/superbrands-case-studies-lucozade/232378?src_site=brandrepublicSuperbrandscasestudies:Lucozade
TheUKtotalcolddrinksmarketislargeandcompetitive,withmanypowerfulandfamousbrandswithlargemarketingbudgetscompetingforshare.Asaresult,themarketcanbeanever-evolvingtestforbrandsthatwishtocontinuetogrowinacategorythatiscurrentlyworth£3.55bn.
Withinthecolddrinksmarket,increasesinthesoftdrinkscategoryhavebeenslowing.However,growthhasbeendrivenconsiderablybytheEnergydrinksector,whichwasworthanestimated£940millionin2003andhasgrown+26%since2001.(Source:MintelEnergy&StimulantdrinksMarketReportAugust2003).Theenergydrinkcategorycontinuestogrowatpacewithbrandextensionsandnewentrantstothemarketemergingeveryyear.Thisrepresentsbothachallengeandanopportunityforthecategory'sleadingbrands.
SinceitslaunchLucozadehasbeenthemarketleaderintheenergydrinkcategorywithjustunder60%valueshareofthecategory.KeycompetitorsincludeRedBullandPoweradewith27%and4.5%valuesharerespectively.2003alsowitnessedtheintroductionofseveralPrivateLabelsportandenergydrinklaunchesfromthemajorgrocers.Therestofthemarketismadeupwithaplethoraofsmallerbrands,predominantlyoperatinginthestimulantdrinkssector,anddistributedviatheImpulsechannelandtheon-tradeenvironment.(Source:Nielsenvaluesharedata,MATtoDecember27th2003).Achievements
Launchedin1927asaproviderofenergyduringrecoveryfromillness,Lucozadeistheoriginalenergydrinkandhasbeenthecategorydrivereversince.LucozadeEnergyiscurrentlythecategoryleaderwithsalesworth£150millionin2003.
In1982Lucozadewasrepositionedfromadrinkthataidedrecoverytoadrinkthatreplacedlostenergy.Asaresultofthis,togetherwithstrongadvertisingandnewproductdevelopment,thebrandhasconsistentlyenjoyedover10%year-on-yeargrowththroughoutthedecade,cementingitspositionastheclearcategoryleader.
Launchedin1990tophenomenalsuccess,LucozadeSportwastheUK'sfirstmainstreamsportsdrink.Thebrandnowhasa17%valueshareoftheEnergycategoryandistheUK'sleadingsportsdrink.Therangehasalsobeenextendedtoincludeanutritionbarandcarbohydrategel.
Furtherinnovationfollowedin2003withthelaunchofLucozadeSportHydroActive,anewfitnesswaterspeciallydesignedforexercisersandgym-goers.
History
1) TrueorFalse–thecolddrinksmarketisworthover£3b
2) Truefalse–theEnergyDrinks
Sectorisdeclining3) NamesomeofLucozade'smain
competitors4) WhenwasLlaunched?5) salesfiguresfor2003?6) Howdiditrepositionitselfin
1982?Whatdoyouthink‘repositioning’means?
7) NOTINTEXT–basedontheinfo
sofar,whatdothinkwasthebrand'sidentityinthe1960s?
8) Howdiditrebranditselfinthe
1980sand1990s?9) Whatwasthemainoriginal
ApharmacistinNewcastleformulatedLucozadein1927.Hewantedsomethingtohelphischildrenduringtimeswhentheymightbesufferingfromacoldortheflu.Heformulatedapalatable,easilydigestibleglucosedrinkthatcouldhelprecoveryfromsicknessbyprovidingthemwithenergywhentheydidnotfeellikeeatingfood.
In1938thebrandwasboughtbyBeechamandwasdistributednationwide,soonbecomingrenownedacrossthecountryasatrustedsymbolofrecovery.
The1950sand1960ssawLucozadebeginheavyweightnationaladvertisingsupport.Theresultwasclassicadvertisingoftheagedepictingsickchildrenenjoyingthe'nicepartofbeingill'.
However,bythe1970stherewasadecreasingroleforLucozadeinpeople'slivesasthegeneralpopulationbegantogrowhealthierastheincidenceofillnessbecamelessfrequent:Thedaysoftheheavyannualcoldandtheepidemicsoffluwereinsignificantdecline.Asaresult,salesofLucozadebegantodrop.Aninitialbrandrepositioning,whichremainedrootedinhealthandrecovery,soughttopositionLucozadeasahealthyproviderofenergytohelppeoplerecoverfromthenaturaldailylullsinenergytheymightsufferduringtheday.Thiswasnotagreatsuccessandthebrand'sfuturelookedtobeinjeopardy.
Itwasin1982,however,thatthemostsignificantandsuccessfulre-positioningtookplace.'Aidsrecovery'wasremovedfromthebottleandwasreplacedwith'Replaceslostenergy'.Lucozadebecameabrandthatcouldprovideenergetic,busyandsuccessfulpeoplewiththeenergytheyneededtoperformtotheirfullpotential.UsingtheOlympicDecathleteDaleyThompsonasabrandicon,Lucozadewentfromstrengthtostrength.Withasuccessionofnewflavourlaunchesandinnovationsinpackaging,thebrandbecameoneofthe1980sfamoussuccessstories.
In1990theLucozadebranddiversifiedfurtherwiththelaunchofLucozadeSport,arangeofisotonicsportsdrinks.Inbalancewithyournaturalbodyfluids,thebrandpromisedto'gettoyourthirst,fast'.LucozadeSportwasthefirstbrandtolaunchwithasportssponsorshipdealnamelyBritishAthleticsandtheFACarlingPremiershipandcontinuestobeendorsedbysomeofBritain'sleadingathletesincludingMichaelOwenandJonnyWilkinson.
LucozadeSportHydroActive,launchedin2003,ispositionedasafitnesswaterforpeoplewhoexerciseorgotothegym.ThiscarriesonatraditionforLucozadeSportincreatinganewsectorthatisintunewithchangesinlifestylesandreflectsthedevelopmentofsport&physicalactivity.
ingredient?Connectionwiththebrandname?
10) howdidtheoriginal50&60s
advertisingmarketthebrand?
11) Whydidsalesdropinthe1970s?12) Whatismeantbyproduct
'repositioning'?
13) Whydoyouthinkitwasawisestrategytochangeitsmotto/tagline'AidsRecovery'inthe1980s?
14) Whendidsalesrevive?Why?(give3reasonsforitssuccess)
15) nametwosponsorsandtwoendorsersinthe1990s
16)Whatisthewordforbranchingoutandlaunchingnewproducts?GiveexamplesrelatingtoLucozade.
Product
Sinceitslaunchin1927Lucozadehasremainedatthecuttingedgeofenergyprovisionwithimprovedformulations,newproducts,scientificdevelopmentand,forLucozadeSport,researchintheLucozadeSportScienceAcademy(LSSA).
Lucozadeprovidesanumberofdifferentproductsinitsrangetocaterforallenergyandhydrationneeds:LucozadeEnergy,LucozadeSportandLucozadeSportHydroActive.
LucozadeEnergy,theoriginalenergyproduct,isacarbonatedglucosedrinkthatisafastandeffectiveproviderofenergytothebodyandbrain.ItisavailableinitsclassicOriginalflavouraswellasinTropical,Lemon,Orange,CitrusClearandnewWildBerry,availablesinceApril2004.LucozadeEnergyisalsoavailableintabletformtomakeenergyprovisionconvenientwherevertheconsumermaybe.ThetabletsareavailableinOriginal,Orange&Lemonvarieties.
LucozadeSportisanisotonicsportsdrinkthathelpsboostperformancewhenconsumedbefore,duringandaftersport.Asacrucialpartofsportingpreparation,LucozadeSportcomesinanumberofflavours:Orange,Lemon,MixedCitrusandBerry.
LucozadeSportHydroActiveisalowcarbohydratefitnesswatercontainingelectrolytes,vitamins&calciumdesignedtoprovidebetterhydrationthanwaterduringexercise.
LucozadeEnergycontinuestodrivecategorygrowththroughadvancesinconsumerunderstandingsowhenconsumers'revealedtheywerelookingforenergyfortheirbrainaswellastheirbodies,LucozadeEnergysetaboutscientificallyresearchingthisneed.
TheresultwasevidencetodemonstratethatLucozadeEnergyisaneffectiveproviderofenergyforthebrainaswellasthebodywithproveneffectstobenefitconcentration,focusandalertness.
LucozadeSport'sroleas'essentialpreparation'forsporthascreatednewopportunitiesforthebrand.Ofparticularnote,wasEngland'svictoryattheRugbyWorldCup2003.TheEnglandrugbyteamuseLucozadeSportandMattDawsonandJonnyWilkinsonarebothsponsoredbythebrand:Whatbetterdemonstrationofthebrand'sbenefitsthanenduring100minutesofhardWorldCupFinalrugbyandstillhavingtheabilitytodrop-kickthemostimportantkicksinEngland'shistorytowin?
ThelaunchofLucozadeSportHydroActivehascreatedanewsub-brandandmarketsectoroffitnesswater.LaunchedinMay2003,LucozadeSportHydroActivehashadanimmenselysuccessfulfirstyear
Promotion
16) Howdidthebrandcontinueto
appealtoconsumersafter2003?
TheLucozadebrandhasahistoryofbold,memorableandiconicadvertising.
Heavyweightadvertisingstartedinthe1950sand1960s,communicatingthebenefitsLucozadeofferedduringrecoveryfromcoldandflu.Typically,poorlychildrenweredepictedbeinggivenLucozadeattimeswhentheyweresufferingwithcoldsandLucozadebecameknownas'thenicepartofbeingill'.
WithseveralfluepidemicsduringthetwodecadesLucozadeestablisheditselfasatrustedhouseholdname.
Itwasinthe1980s,however,thatLucozadeadvertisingreallycameintoitsownwiththefamousandgroundbreakingDaleyThompsoncampaign.
AstheOlympicgoldmedalwinningdecathlete,Daleywasanidealembodimentofsomeonewhoneededseeminglylimitlessamountsofenergyinordertoperformandthecampaign,alongwithitsstirringIronMaidensoundtrack,isstillrememberedfondlybypeopletoday.
SincethenLucozadehasusedanumberoficonicfiguresinadvertisingincludingLinfordChristie,theOlympic100mSprintgoldmedalwinner,and,mostrecently,theTombRaiderheroineLaraCroft.Theresulthasbeenasignificantaccelerationintheincreaseinsalesfollowingtheintroductionofeachnewiconwiththebranddoublinginsizesince1988.
LucozadeSport'sadvertisinghasfeaturedsomeofBritain'sleadingsportingicons.
ThebrandwaslaunchedusingtheEnglandandLiverpoolfootballerJohnBarnesandsincethenadvertisinghasfeaturedthethenEnglandfootballcaptainAlanShearerduringthelate1990swhenLucozadeSportfirstadvertisedthefactthatitcould'keeptopathletesgoingfor33%longer'.
The2003campaigncapturesasportingtruththathasneverbeenusedbyasportsbrandbefore--theimportanceofpreparation.
Theadvertisingdepictsanumberofmenandwomeninthemidstofpreparingfortheirsport,whetherajoggerstretchingorMichaelOwenmomentsbeforeleavingthechangingroom.
Themessageissimple-whateveryourlevelorsport,preparationiskey,andLucozadeSportisanessentialpartofthis.LucozadeSportHydroActive'sadvertisingisdifferentagain.Theiconiccampaignfeaturesafemalefiguremadeofwaterrunning,flipping,divingandswimming.
ThecampaignusesleadingedgetechnologytocommunicatehowHydro
Promotion17) Whatfactorshelpedtomakeita
trustedsuccessfulfamilybrandinthe1950s&1960s?
18) Whichathletebecame
associatedwithitinthe1980s?Whywashisinvolvementsoiconic?
19) Howdidthe2003adcampaign
differfromothers?20) Listthemainproduct'sbrand
Activehasbeenspecificallydesignedforexercise,offeringmorebenefitsthanwateralone.
Brandvalues
WhilstLucozade'simagemayhavechangedsince1927,Lucozadehasremainedatrustedbrandthatpeoplehavereliedonfortimeswhentheyneedenergy.Constantlytestinganddevelopingnewwaystohelppeoplewiththeirenergyandperformanceneeds,Lucozadeisaninnovatorwithinitsfieldandaimstocontinuetobeso.
Lucozadeisaboldanddynamicbrand,withanindependenceofspirit,a'can-do'attitudeanda'never-say-die'approachtolife,whichiscoupledwithitsrichheritageinhealth,andconvalescence.Asaresult,consumershaveawarmthoffeelingforthebrandnottypicallyassociatedwiththeenergydrinkcategory.
UltimatelyconsumerstalkabouttheLucozade'magic':anindefinablequalitythatsumsupLucozade'staste,thicknessanditsabilitytodeliverenergywhenyouneedit.
ForLucozadeSport,thevaluesareclosertothoseofarealsportsman.Thebrandisgutsyandcommittedandtrulysavvy,offeringrealperformancebenefits.Magicdoesn'tworkwithsportsparticipants:theywanttoknowwhatLucozadeSportwillactuallydofortheirperformanceonthefield.
LucozadeSportHydroActivetakesaslantontheLucozadeSportvaluesbutwithmorefocusonexercisebenefitsratherthansportingperformance.Exercisersorthosewithactivelifestyles,wantabrandthatisspiritedandaliveandinlinewiththeirperspectiveonexercise-thatitisameanstofeelingandlookinggreatandakeypartofanactivelifestyle.HydroActiveisaforward-thinkingbrand,meetingtheexpectationandvaluesofitstargetaudience.
©2004SuperbrandsLtd
valuese.g.confidencecan-doattitudeONASEPARATESHEETA) Writedownthe5most
importantpointstotakeawayfromthisarticle
B) ‘Aproductbasicallyremainsthe
same;onlytheimagechanges’HowtrueisthisfortheLucozadebrand?
C) Howdoesthemarketingand
promotionofLucozadereflectchanginglifestylesandsocialtrends?
D) Explainthesuccessof
Lucozade’smediamarketingovertheyears.
E) Find3examplesofLucozade’s
printadvertsfromacrosstheyearsandshowhowtheypresentachangingimageofthebrand.
FLookatLucozade’sonline‘Ibelieve’adcampaigns–howdotheypresentthebrand?Whatdoestheytellusaboutchangingaudiencesandsocialtrends?GWhatcanadvertisingtellusaboutsociety?
NOWWRITEUPTHISCASESTUDY–FULLSENTENCES–ALL20QUESTIONS+A-G