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Lucozade History Lucozade is a drink created in the UK and sold across Britain. The creator of lucozade is Thomas Beecham, from Newcastle and was made in 1927. He made it out of glucose syrup to provide a source of energy to people who were ill. Lucozades original name was Glucozade until 1929, when they removed the first letter from Glucozade to make it sound more trendy.!!Then in 1985 it was realised that Lucozade could be used as an everyday drink, instead of for just when you’re ill, because of this, Lucozade changed its slogan from ‘Lucozade aids recovery’ to ‘Lucozade replaces lost energy’. !In 1987, two new flavours were made, these are orange and lemon. Lucozade Orange is obviously the best :) In 1996, their packaging and logo completely changed, which dramatically increased the value of UK sales to almost £75 million in just five years, this was over triple of the sales it was getting before. Lucozade managed to make some successful advertising campaigns and in 2003 it created a new apple flavour. Since then, Lucozade has gone healthy and created Lucozade Sport. This comes in a few different flavours and is also very successful.

Lucozade History Products Lucozade Sports ( Drink ) Lucozade Energy (Drink) Lucozade sport lite (Drink) Lucozade Alert Plus ( Energy Shots ) Lucozade Nutrition ( Protien Bars,Sweets, Shakes) Lucozade Accesories ( Bottles Etc.)

ASA DEALINGS WITH LUCOZADE


Lucozade ‘Alret’ Advert The campaign, created by M&C Saatchi, promoted the shot-sized caffeinated drink, Lucozade Alert Plus, and aired on Channel 4 and its digital service 4oD. Despite receiving 81 complaints from TV viewers who had found the ad misleading and irresponsible, “because it implied the product could improve your reaction times and help you avoid accidents”, the ASA defended it. The watchdog noted the ad did not depict the product solely as a tool to improve reaction speeds, and recalled advice from the Department for Transport that said a “caffeine drink was a useful short-term solution to driver tiredness”. GlaxoSmithKline, which makes Lucozade, pointed to evidence that showed a product containing 40mg of caffeine and 60mg of glucose could have a positive effect on mental performance. The company said it did not consider the ad implied the product simply improved reaction speeds, but, through the animated sequence, showed how it boosted mental performance and alertness. The driver in the ad visualised the different options and took a route that avoided hitting a deer. GlaxoSmithKline pointed out that the ASA had not upheld complaints about the effect of its caffeine and glucose drinks on brain activity in the past, concluding evidence showed a product containing 40 mg of caffeine and 60 mg of glucose could have a positive effect on mental performance.

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