Lucazade was originally known as Glucazade back in 1927 and was essentially meant to be an energy drink given to the the sick. In 1929 they renamed the brand Lucazade and re-branded it as a sports drink rather than a health drink. With this change many sport related sponsorship deals had been arranged which most recently ended the 21 year association with League in 2012. This allowed the brand to invest more into the research of nutritional impact on athlete's performance.
Lucazade started a campaign where over time it became the No.1 sports drink. The journey to this success involved a TV campaign called 'Last Man Standing' which launched in January 2013 on ITV during the FA cup matches. There were many scientific claims, one being that Lucazade Sport hydrates and fuels you better than water. This was tested in lab conditions with 24 athletes who went head-to-head in a performance challenge. Half of the athletes were fuelled by Lucazade whereas the remaining were fuelled by water. Whilst the athletes were monitored by GSK scientists, they would run until they reached a level of exhaustion. By the end of the experiment the remaining athletes were of those who were fuelled by Lucazade.
The Lucazade campaign was under the agency of Grey London, where they invested £4 million into it. GlaxoSmithKline Consumer Healthcare became the new owners of Lucazade, but later sold to Suntory in September 2013 for £1.35 billion. The new faces of Lucazade were ad stars Gareth Bale and Alex Oxlade Chamberland who represented the sports lifestyle. However, in January 2014, the campaign was banned by the ASA as it failed to show that it only had benefit during prolonged exercise.
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