Product Life Cycle: The Rebranding Of Lucozade

Over the years, Lucozade has undertaken a rebranding of their iconic drink. This case study provides us with an example of how the product lifecycle functions. In doing so, it highlights how important it is for products to keep innovating if they want to avoid a decline.

1972 - AIDING RECOVERY ADVERTISEMENT

Who is the drink targeted at?

In the early 1970s, Lucozade was associated with aiding recovery from illnesses such as the common cold or flu. In this television advertisement, the drink is being targeted at two main markets. Firstly, the ill child who must stay at home in bed to recover reinforces the notion that Lucozade is aimed at people who feel unwell. Secondly, Lucozade is targeted at the stay-at-home mothers who must look after their ill children. This is so, as looking after an unwell child can be just as exhausting for mothers. The voiceover clearly illustrates this contention through the line "when they're ill, it takes it out of you too."

What is the purpose of the drink?

As previously discussed, Lucozade is a drink that assists in the recovery process when one is unwell. It re-energises those who are ill. However, the product's purpose does not just limit itself to helping people recover from illness. It takes on a broader purpose of increasing the energy levels after any exhausting and tiresome task. The other energy-consuming activities depicted in this advertisement are looking after an ill child and running a household. This can be seen through the lines "that's why Lucozade's energy gets you going again" and the rhetorical question "mum's never allowed to run out of steam, is she?"

Why is it sold in such a big bottle?

Lucozade has a multitude of uses. It can re-energise anyone from sick children, to busy mothers. This multipurpose product is therefore at the disposal for the whole family. As a result, the large size of the bottle caters for everyone in the family. The big bottle also serves an economical purpose as mothers who primarily purchase Lucozade know that the large amount will last a longer amount of time. 

What is the end slogan?

The end slogan is "Lucozade aids recovery". Not only does this tagline allude to the drink's ability to help you recover from an illness, it takes on a broader meaning. The drink can aid in your recovery from a wide variety of exhausting, everyday tasks. Whether that is running a household or performing another taxing activity, Lucozade intends to replenish our energy levels so as you can carry out these tasks.

MID 1980s: MOD ADVERTISEMENT

Has the target market changed?

The target market has clearly changed from the target market illustrated in the 1972 television advertisement. Whilst the 1970s version marketed Lucozade towards mothers, this mid-1980s advertisement is marketed towards a younger group of people. In particular, teenagers or young adults who need a boost of energy during their busy and active lifestyles.

What image does Lucozade now want?

Through this television advertisement, it is apparent that Lucozade now wants a more youthful and trendy image. This can be illustrated through the images of the young men riding on their vespas who are dressed in fashionable clothes. The backing music track further illuminates this youthful and hip image. Overall, the advertisement contains similar images and themes from the 1979 film Quadrophenia that the target market could probably relate to. 

Why has the bottle shrunk?

The bottle has shrunk as the target market, now teenagers and young adults, wants their energy to be replenished on-the-go and as soon as possible. Essentially, they have the desire for a product to be portable which can that can then be consumed in a shorter amount of time. As a result, the bottle is smaller than the once depicted in the 1970s advertisement in order to fulfil the needs of the new target market.

How and why has the end slogan changed?

The end slogan changed from "Lucozade aids recovey" to "the original solution" as it wanted to distance itself from being a drink that only assists in overcoming sickness. This rebranding strategy reinforces the new market that the drink is aiming to target and the stylisation of the slogan harkens back to the mod theme that runs throughout the advertisement. 

LATE 1980s: DALEY THOMPSON ADVERTISEMENT

Who is the drink now marketed at?

The drink has once again changed their target market. Instead of the young adults targeted in the mid-1980s campaign, the late-1980s advertisement is aimed at athletes and individuals involved in some form of intense physical activity. This can be demonstrated through the images of the UK athlete Daley Thompson sprinting with music from Iron Maiden complementing this feeling of intensity.   

What adjective is used to describe the drink and why?

'Refreshing' is the adjective used to describe Lucozade. This has been done in order to distance the drink from notions of illness and weakness. Now, the drink is intended to build on the strength of those who are already healthy and athletic rather than individuals overcoming sickness. As a result, Lucozade want to associate their product with 

Why does the ingredient 'glucose' get mentioned?

For any product, it is important to add a sense of legitimacy and credibility. In the 1980s,  many products were revolutionised by science and technology. It is possible that Lucozade mention glucose as a core ingredient to create legitimacy around their product. The word has a scientific feel and as a result, it could persuade consumers into thinking that the drink has a scientific background to deliver energy-replenishing results. 

1990s: JOHN BARNES ADVERTISEMENT

Why are Lucozade introducing words like 'isotonic'?

Similar to the late-1980s advertisement with Daley Thompson, Lucozade are introducing words like isotonic to further emphasise the scientific nature of the product. As the word isotonic is associated with physiological concepts, the Lucozade can once again capitalise on the legitimacy that science brings to its product. In turn, by including the word isotonic in the advertisement, consumers will believe that the drink will hydrate them as it is supported by scientific merit. 

What do you notice about the packaging?

The packaging has once again changed to accommodate the target market as well as their set of needs and wants. The packaging has distanced itself from the glass bottles from the 70s and 80s. Now, Lucozade is packaged in aluminium cans. In addition, the product now contains the word 'sport' and 'isotonic'  on its packaging. 

Why do you think Lucozade now use cans?

Lucozade now uses cans to deliver their product to consumers in a convenient way. This can be illustrated through the advertisement as John Barnes uses a vending machine to retrieve a Lucozade can. Ultimately, the speed which Barnes can obtain the product reiterates notion that Lucozade  too "gets to your thirst, fast".

2012: FASTER, STRONGER FOR LONGER ADVERTISEMENT 

How different is it from the first advert?

The 2012 advert differs greatly from the very first advert. This advertisement has effectively distanced itself from the connotations of weakness and illness depicted in the 1972 campaign. Lucozade is no longer a drink that aids in your recovery when you are unwell. It is now a product that scientifically allows athletes to hydrate and perform "faster, stronger for longer." Once again, words such as 'electrolytes' and 'isotonic' capture this sense of scientific legitimacy which differs from the housewife/mother angle from the first advertisement. Lastly, the packaging has changed to pop-top bottles for the on-the-go convenience and portable needs of the target market. 

Was the rebranding of Lucozade a success?

Overall, the rebranding of Lucozade was a success. Products are known to follow a life cycle where they experience four stages: market introduction, growth, maturity and decline. If Lucozade did not rebrand their product, they would have most likely entered into a decline  phase after the maturity stage of the product life cycle. However, the proactive approach in marketing the product for athletes and sport purposes brought new life to Lucozade. Thus, this case study reaffirms an important lesson for marketers: constant innovation is needed to avoid a product from declining.