Lucozade
| File:Lucozade.png | |
| Type | Sports drink |
|---|---|
| Manufacturer | GlaxoSmithKline |
| Country of origin | United Kingdom |
| Introduced | 1927 |
| Website | www |
Lucozade is an umbrella name, and resembles the taste of red lemonade, for a series of energy and sports drinks. The original Lucozade, now called Lucozade Energy, is an energy drink produced by GlaxoSmithKline plc in Gloucestershire. It was first manufactured in 1927 by a Newcastle chemist, who experimented for several years to provide a source of energy for those who were sick with common illnesses, like the common cold or influenza. It became available throughout the United Kingdom for use in hospitals under the name Glucozade. This was changed to Lucozade in 1929.
The company then became part of Beecham and, after mergers, of SmithKline Beecham, then in 2000, GlaxoSmithKline.
In 1953, a factory was opened in Brentford, which (until 2004) had an iconic sign seen next to the side of the M4 (now in Gunnersbury Park Museum).[1] Local people were reportedly upset when the sign was removed.[1] Lucozade (with Ribena) is now made at the Royal Forest Factory at Coleford in the Forest of Dean.
The product was sold in a glass bottle with a Cellophane wrap until 1983, when the advertising agency Ogilvy & Mather set about rebranding Lucozade as an energy drink. The rebranding was informed by several breakthrough insights by consumer psychologist Roy Langmaid who recognised there was a need to shift the brand associations away from illness and towards empowerment. The slogan "Lucozade aids recovery" was replaced by "Lucozade replaces lost energy", and the ad campaign featured the world and Olympic champion decathlete Daley Thompson with a soundtrack of the Iron Maiden song Phantom of the Opera. The original packaging was changed to polyethylene terephthalate (PET) bottling. The effect of the rebranding was dramatic: between 1984 and 1989, the value of UK sales of the drink tripled to almost $115 million[citation needed].
One litre of Lucozade Energy contains 700 kCal and is 0.01% ethanol, which kept observant Muslims from being allowed to drink it until, in 2004, the Muslim Law Council decreed no one would be committing a religious crime if they drank it.[2] One bottle (500ml) of Lucozade Original typically contains 21 teaspoons of sugar (85g), which has led to media criticism regarding the public's health.
Lucozade Sport Football
Lucozade Sport is the official drink of the FA and the FA Premier League. Lucozade Sport Football also has partnerships with three of the top Premier League clubs, Manchester United FC, Arsenal FC and Liverpool FC. Lucozade Sport has been the official drink of the FA Premier League since its inception in 1992. Lucozade Sport became the official drink of the FA in 2007. On the Lucozade Soccer website [1], in the Football Giveaways section [2], there are regular competitions to win FA Premier league tickets, as well as signed merchandise.
Lucozade Sport Sponsorships
Lucozade Sport is a major sponsor of events, teams and athletes in the UK and Ireland including the Amateur Rowing Association (ARA), FA Premier League, FA Cup, England Rugby Football Union, England Football Team, The Republic Of Ireland Football Team, The London Marathon, parkrun, Michael Owen, Steven Gerrard, Damien Duff, and Jonny Wilkinson.
Lucozade Sport with Caffeine Boost
In 2007, Lucozade Sport launched a new sub-brand, Lucozade Sport with Caffeine Boost.[3] Lucozade Sport with Caffeine Boost contains 16mg of Caffeine per 100ml. The average caffeine intake of a UK citizen is 200mg per day. Caffeine is not a prohibited substance in sport, and is used by a variety of sportsmen to enhance both mental & physical performance.
Lucozade Hydro Active
Lucozade Hydro Active [4] is a hypotonic exercise drink. Lucozade stresses that the drink replaces essential fluids lost in exercise and that as little as 2% dehydration can seriously affect performance. The product is available in Citrus Fruits flavour, Summer Fruits flavour and a powdered mix. [5].
Lucozade Sports Science Academy
The Lucozade Sports Science Academy Lucozade Sport Science Academy is Lucozade's research arm, that has been carrying out Sports Nutrition research for over 30 years. The LSSA works in partnership with leading universities, coaches, nutritionists and sports professionals.
Big Brother UK
Lucozade was the sponsor of the Tenth Series of the UK's version of Big Brother.
Tennis
In 2004, Lucozade Sport became the official sports nutrition supplier to the Association of Tennis Professionals (ATP). In 2008, Lucozade Sport also became the official sports nutrition supplier to the Lawn Tennis Association in the United Kingdom and will show up at most professional events in the British Tennis calendar.