When I was growing up in the UK, Lucozade was a brand that mums bought for their kids to help relieve colds and flu. It was pretty much a fizzy orange soda with some extra "healthy" ingredients like glucose. It's amazing what we thought was healthy back in the 70s and 80s. In a brilliant bit of re-positioning in the mid 80s Lucozade became the UKs first sports/energy drink with a simple campaign featuring Olympic legend Daley Thompson (yes....I realize this is a stretch for anyone born after 1985 or not from the UK). Over the subsequent years, Lucozade has become the UK's Gatorade.
Here's my beef - their most recent campaign, which just launched and can be seen here and here has no ownable idea. Great music, great energy, some inspiring/attractive/hip people...but what makes it unique to Lucozade. Nothing.
Like our previous post on the Adidas "Are You All In?" campaign, this ad could be for about 10 brands...no one owns the idea of "Life" or "Yes"...or whatever the tagline is. Diet Coke produced a strikingly similar ad (Venice Beach, roller skates, beautiful people....maybe 5 years ago....here)
Of course the kids will love it, but it leaves me pretty uninspired.
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Comments
Totally agree, Richard. Another example of advertising for the CATEGORY instead of the BRAND. I might be so inspired by this that I run out and buy my favorite Gatorade!
Daley Thompson - smart move from a positioning perspective. The Iron Maiden soundtrack... pure genius - literal shock 'n awe energy grabbing wham bam - brand defining memories are made of things like this!
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