I think Lucozade used Lara Croft as their new image because she was at that time the game everyone played. She was quick and a lot like a 'warrior'. It shows her running from a pack of angry dogs and she comes to a ledge. The ledge is to far for her to jump as she doesn't have the energy. So she chooses Lucozade out of her backpack and drinks this. It shows her energy go up and she jumps the ledge.
I think this was a good marketing idea because everybody see's Lara as an active animation who is very fit. It shows people that Lucozade shoots up her energy and is now an energy drink. Therefore proving to buyers that Lucozade is now branded as an energy drink not a medicine.
You explain simply and briefly the brand's values and the messages it sends in this advertisement. You show some understanding of the target audience and you draw attention to some of the reasons for Lara Croft's appeal.
ReplyDeleteTo reach a higher mark, go into much more detail and use terms like 'borrowed interest' taken from the video on the advertising campaign.
Grade C