Lucozade Now Using Popstars as Brand Ambassadors

Just saw this advertisement in the ad break of Jersey Shore on MTV, and I’m Absolutely LOVING it!

I think it’s really cool because today in the UK; the Lucozade brand is positioned as a sports drink. However, 80 years ago in 1929 Lucozade was originally introduced as a hospital drink for "aiding recovery;" than in the early 1980s, it was promoted as an energy drink for "replenishing lost energy.

With this in mind, I think this ad is a move away from a serious, sporty and medicinal brand image. Into a new realm of identity that communicates those origins and benefits in a very creative way. I find it interesting how they have seamlessly mixed the adrenaline one gets from sport with the adrenaline music gives you - I almost wish it was possible to jog and watch this ad but, I can't even walk and text at the same time.

Furthermore, I found the ad's use of music to be impressive. As it successfully communicates and emphasise the physical energy derived from the sugar Lucozade contains, in a tangible way. According to Lucozade’s Marketing Director, Suzy Smith the ad’s ‘Yes’ strapline is designed to...

"Inspire people to channel that energy and create ‘Yes’ moments – those times when everything clicks and great things happen"

I certainly think the ad communicates an infectious attitude, which effectively uses music as a tangible energy to bring the ‘Yes’ campaign to life.

The ad features two super talented artists from the UK and US. Both famous for collaborating with other artists from different genres. In the ad the two artists dynamically fuse different styles and genres together; which I suspect is an attempt to widen and cover all of Lucozade’s demographical bases. Tinie Tempah generally appeals to 'young RnB lovers’ and Blink 182's drummer Travis ‘young punk rocker types'. Which is in-line with GlaxoSmithKline’s goal of repositioning its Lucozade Sports brand as the choice of sporty teenagers.

Another interesting aspect of this ad. Is the sport star featured is Ireland's Amateur Female Boxing Star - Katie Taylor. Which is a slightly postmodern way of re-representing power, strength and energy in an unconventional but acceptable way - To be honest I don't really see many women heading-up male orientated advertising campaigns in (for want of a better word) a 'muscline' role. So, I found it refreshing to see a women who wasn't dolled up to the nines bouncing about or skipping. Instead, we see her looking gender neutral whilst she punches a punch bag competently and aggressively in time to the music... Fantastic Ad!

Digital Ad Execution: The BLUE Man Banner - Week 5

Week 5, of my advertising agency experience so far has been really good. I have noticed that time, days and weeks go so fast in an agency environment. I think, maybe it’s due to there being so much work to do. For instance, this week involved helping out with the Blue Man Banner Refresh - an animated Flash Banner advertisement that features on the client’s website, see below.

Blue Man Banner Ad

The banner refresh required I worked with the Account Director in order to clarify and understand the client’s rationale for updating the banner. I found this task especially interesting; because I was presented with a list of keywords consisting of search terms that the client had collected from analysisng click through traffic sources to its website. I had to judge what the client’s search engine optimization requirements were? In doing so, I learnt that it was to nurture its organic search traffic, and not for keyword optimiztion reasons. Due to search engines being unable to communicate with flash banners. The great thing about this task was that I was given full responsibility over its internal management. This involved liaising with the client via email, updating the client on the project’s progress at the weekly status meeting and scheduling a face to face meeting with the client to discuss the project’s next steps.

Date: 1 March 2011