Dan Oner Year 13 Media Blog: October 2011

For my product of energy drink, I need to look at different energy drinks where I can get a good design idea of what I want the bottle to look like and how much will the drink sell for a single bottle.

Brief history of Lucozade

Lucozade was first introduced in 1927 to the UK, as the first sport/energy drink. Since lucozade was first introduced, the brand has become know worldwide and has expanded itself by making different versions and flavours of its sport drink. The first versions of lucozade was Lucozade Energy but was just know as Lucozade and was original used in hospitals to treat people with illness such as the common cold. Lucozade renamed its drink as Glucozade in hospital all over the

United Kingdom

, but was changed back to Lucozade two years later in 1929.

The product was sold in a glass bottle with a cellophane wrap until 1983 and the packaging was then changed to polyethylene terephthalate bottle. This saw the rebranding of the product between 1984 till 1989 reach new limits with customers and creating profit sales of nearly $115 million. Also with the packaging changing, the slogan changed when Lucozade was changed to an energy drink and was first known as ‘Lucozade aids recovery’ to ‘Lucozade replaces lost energy.’

Lucozade did have some health issues, when it was discovered that the glucose used in Lucozade was 21 teaspoons of pure glucose which was over the daily amount of sugar for a child and nearly the daily amount for a women in the 500ml bottle. After this was discovered Lucozade changed what sugar they would use to corn syrup. Other health issues were that Lucozade was not to be consumed when a consumer is suffering from episodes of diarrhea. The reason for this, is when someone is suffering from diarrhea they are losing a great deal of fluid and electrolytes and because Lucozade is a high carbohydrate drink which has a low amount of electrolytes it is unsuitable to use to replace the fluids and electrolytes in the body system as this could cause further problems.

Lucozade has created a wide range of flavors and variants since it was first introduced in 1927. These flavors and variants are:

Original
Orange
Cherry
Apple
Lemon
Blackcurrant
Tropical crush
Lucozade Sport lite
Lucozade Alert Plus
Lucozade Sport

Sponsorships

Lucozade sponsors a large range of sport teams and sport athletes in UK and in

Ireland

. Examples of these are FA Premier League, FA Cup, England Rugby Football Union, England football team, Steven Gerrard, Michael Owen, Roan O’Gara and Jonny Wilkinson.

As well of sponsoring sport teams and athletes, Lucozade sponsors other companies through TV programs such as Big Brother

and videos games such as Colin McRae: Dirt and Pro Evolution Soccer 11.

Brief history of PowerAde

PowerAde was first introduced in 1988. The manufacture and marketer of PowerAde is The Coca-Cola Company. PowerAde main competitor since it was first introduced is Gatorade, which is owned by Coca-Cola main competitor PepsiCo.

In the year PowerAde was introduced in 1988, it became known as a energy sport drink and was one of the official sport drinks in the Olympics with another Coca-Cola drink called Aquarius. In 2001 & 2002 PowerAde decided to change the shape and style of their bottle to a more sporting bottle. Also when they done this, the formula of the drink changed by adding more vitamins such as B3, B6 and B12. Having these new vitamins increases helps improve energy metabolism.

PowerAde in the United States has more flavours than any other country due to America being it’s the home country and for Coca-Cola. At this moment in time there are currently nine different flavours of PowerAde in American and these are:

· Orange (initially titled Gold Rush)

· Mountain Berry Blast (initially titled Mountain Blast)

· Fruit Punch (initially titled Berry Ice)

· Grape (initially titled Blackcurrant)

· Lemon Lime

· Sour Melon

· White Cherry

· Strawberry Lemonade

· Mystic Mountain Blueberry

PowerAde used to have a even wider range of flavours but became disconnect due to the drinks not selling and not being popular with its audience. The number of PowerAde that used to be available was 26 flavours. In the

there are only 8 different types of flavours available.

Sponsorship

PowerAde mainly sponsors sports teams than one athlete. The drink sponsors the Australian, New Zealand and Ireland rugby team. PowerAde mainly sponsors American based sports such as the AFL, PGA Tour, NASCAR, NHRA, NCAA and the U.S Olympic team. The only two teams in the U.S Olympic team PowerAde doesn’t sponsor is the USA basketball and soccer team due to these two having a sponsorship deal with Gatorade. Also PowerAde sponsors sport leagues such as The Football league and the IOC because of their overall contracts with Coca-Cola.

What I have learnt from this research:
How the brand of Lucozade changed it's design of its bottle every couple of years, to keep its target audience interested in the product from other drinks brands.

Television advertisements are a span of televisions programming produced and paid by organization that try and promote a product in a certain market. The revenue produced by advertisement organization provides a significant portion of the funding for most privately owned television networks. Most televisions advertisement can last up to a couple of seconds or up to a minute long depending on the advert trying to be promoted.

The first television advertisement was broadcast in the United States of America in 1941 on the 1^st of July. The watchmaker who created the advertisement paid $9 for a placement and to show the ad before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The advertising spot of 20 seconds shown a picture of a clock superimposed on a map of the United States, accompanied with a voice-over stating “America runs on Bulova time”.

Starting on the 2^nd of January in 1971, advertisements featuring cigarettes were banned on American Televisions channels, however alcohol products were still allowed to be advertised. The alcohol products were only allowed to show the product but not the consumption of any alcohol product.

In the United Kingdom, the broadcasting channel ITV was the first channel to have television advertisement. The advertisement was on the 21^st of September in 1955 and was advertising Gibbs SR toothpaste. Up until the 1990s, television advertisement had only been affordable to large companies which were willing to make a significant investment, but now the advert of desktop video have allowed small and local businesses to produce televisions advertising for local cable TV services. In the United Kingdom, the British Broadcasting Corporation is funded by TV licence and doesn’t screen adverts apart from its own. The amount airtime allowed for commercial channels is about 7 minute’s pre hour which limits the amount of footage lost of a TV programme by 12 minutes.

Sky Media TV is one of the biggest television companies in the United Kingdom and the world. Sky has over 60 advertising deals across more than 40 channels to help promote products for large and small companies across the world. Sky has had a relationship with Coca-Cola since 1989 with a broadcast sponsorship which was one of the first broadcasts for Sky. Sky had played a big part in helping to promote products/brands and re-positioning brand values through sponsorship with the companies. With the sponsorship Sky has, they can help transform a business which could have been having finical problems or are just looking to reach out to a new audience.

Sky TV has development a new means of Television by creating Sky+, which the viewer can pause live TV and record. Also the viewer has the ability to fast forward record programmes. This is bad for advertising companies because the advertisements will not be seen by the viewer and the company who makes the adverts will be losing money because of it. Also with Sky+, they have created a new type of TV guide which shows programme that were on earlier in the week or new films, but with a twist because the whole programme or film has no adverts throughout, only a couple of minutes at the start which can also be fast forward.

What I have learned from this research:
I have learned that. many of todays adverts are anything up to 30 seconds to a minute long. Knowing this gives me an target when making and editing my advert and how long to have it.