Creating an advertising campaign

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Creating an advertising campaign

In the past, the Lucozade product was marketed as a drink for the sick. After that it was a drink for fit and healthy people, mainly sportsman. Smithkline Beecham was aiming for a change of image that was more modern and relative to people in the present day. The new campaign was trying to put across to the public that Lucozade gives you energy fast and cool people have it.

The advertising agency – Oglivy and Mather were responsible for creating a brief for the advertising campaign. The idea of Lara Croft in the advert needing energy was an area that was focused on in the brief that was sent to the advertising company.

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Oglivy and Mather generated their ideas by looking through popular computer games. They also did market research on what people liked about Lara Croft so they could see if they could make a connection with Lucozade. Lara Croft was selected as a suitable ‘spokesperson’ for the bran because she is modern, energetic and recognizable.

Once a selection of ideas is generated a storyboard is created and then a mock up advert is formed.

The groups that are selected for a focus group are people who use the product. In this case, males. The outcome of the focus group ...

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