Product Context
Lucozade
When was it first launched?
Lucozade is a drink created in the UK and is sold all over Britain. It was created by Thomas Beecham, from Newcastle in 1927. He made it out of glucose syrup to provide a source of energy to people who were ill. Lucozade's original name was Glucozade until 1929, when they removed the first letter from Glucozade.
Who is the target audience?
Young, active consumers between 16-24 years, with a secondary audience of professional athletes.
Facts and figures over time
Since its launch Lucozade has been the market leader in the energy drink category with just under 60% value share of the category.
Associated products/competitors
Competitors: Gatorade and Powerade
The Gatorade Company, Inc. is an American manufacturer of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and is distributed in over 80 countries. The beverage was first developed in 1965 by a team of researchers led by Dr. Robert Cade at the University of Florida to replenish the carbohydrates that the school's student-athletes burned and the combination of water and electrolytes that they lost in sweat during rigorous sport activities.
Powerade is a sports drink manufactured and marketed by The Coca-Cola Company. Its primary competitor is PepsiCo's Gatorade brands.
Introduced: 1990
In 1988, Powerade became the official sports drink of the Olympics, alongside Aquarius, another sports drink made by Coca-Cola. It is a rival of another sports drink, Gatorade. In July 2001, The Coca-Cola Company launched a new formula for Powerade including vitamins B3, B6 and B12, which play a role in energy metabolism.
News stories
Rebranding
In 1982, the most significant and successful re-positioning took place. 'Aids recovery' was removed from the bottle and was replaced with 'Replaces lost energy'. Lucozade became a brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential. Using the Olympic Decathlete Daley Thompson as a brand icon, Lucozade went from strength to strength. As a result the brand has enjoyed over 10% year-on-year growth throughout the decade.
In 1990 the Lucozade brand diversified further with the launch of Lucozade Sport, a range of isotonic sports drinks. In balance with your natural body fluids, the brand promised to 'get to your thirst, fast'. Lucozade Sport was the first brand to launch with a sports sponsorship deal namely British Athletics and the FA Carling Premiership and continues to be endorsed by some of Britain's leading athletes including Michael Owen and Jonny Wilkinson.
When was it first launched?
Shelter was launched on 1 December 1966, evolving out of the work on behalf of homeless people then being carried on in Notting Hill in London. The launch of Shelter hugely benefited from the coincidental screening, in November 1966, of the BBC television play "Cathy Come Home" ten days before Shelter's launch. The film led to a public outcry and calls for action after its transmission. It was written by Jeremy Sandford and directed by Ken Loach – and highlighted the plight of the homeless in Britain. Shelter was set up by Bruce Kenrick after forming the Notting Hill Housing Trust in 1963. The social campaigner Des Wilson, having seen "Cathy Come Home", became pivotal in the development of Shelter.
Who is the target audience of Shelter?
Target audience: ABC adults
It gives advice, information and advocacy to people in need.
Facts and figures over time
Unusually for a charity, in 2008 Shelter saw strike action by its staff in response to changes being made to their terms and conditions.
1966
3 million families were living in slums or grossly overcrowded conditions, and 1.4 million occupied houses were unfit for human habitation.
Shelter was launched on 1 December 1966, a couple of weeks after the BBC had, coincidentally, screened 'Cathy Come Home'.
- Des Wilson, co-founder of Shelter
Shelter England and Shelter Scotland
Biggest rival is Axe which is owned by Unilever and also makes male grooming products.
Lucozade:
https://www.campaignlive.co.uk/article/superbrands-case-studies-lucozade/232378?src_site=brandrepublic
(written in 2005)
http://www.mirror.co.uk/news/business/lucozade-sales-plummet-after-brand-11468144
https://en.wikipedia.org/wiki/1927_in_the_United_Kingdom
https://www.mbaskool.com/brandguide/fmcg/6600-lucozade.html
https://en.wikipedia.org/wiki/Gatorade
https://en.wikipedia.org/wiki/Powerade
Shelter:
https://en.wikipedia.org/wiki/Shelter_(charity)
https://www.campaignlive.co.uk/article/media-strategy-analysis-shelter-stages-un-ideal-home-show/526345
https://www.theguardian.com/voluntary-sector-network/2016/dec/01/housing-crisis-1966-des-wilson-shelter
Old Spice:
https://en.wikipedia.org/wiki/Old_Spice
https://www.slideshare.net/hinchk08/com-3365-case-analysis
http://www.adweek.com/creativity/hey-old-spice-haters-sales-are-107-12422/
Young, active consumers between 16-24 years, with a secondary audience of professional athletes.
Facts and figures over time
Since its launch Lucozade has been the market leader in the energy drink category with just under 60% value share of the category.
By the 1970s there was a decreasing role for Lucozade in people's lives as the general population began to grow healthier as the incidence of illness became less frequent: The days of the heavy annual cold and the epidemics of flu were in significant decline. As a result, sales of Lucozade began to drop. An initial brand repositioning, which remained rooted in health and recovery, sought to position Lucozade as a healthy provider of energy to help people recover from the natural daily lulls in energy they might suffer during the day. This was not a great success and the brand's future looked to be in jeopardy.
In 1982, the most significant and successful re-positioning took place. 'Aids recovery' was removed from the bottle and was replaced with 'Replaces lost energy'. Lucozade became a brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential. Using the Olympic Decathlete Daley Thompson as a brand icon, Lucozade went from strength to strength. As a result the brand has enjoyed over 10% year-on-year growth throughout the decade.
In 1990 the Lucozade brand diversified further with the launch of Lucozade Sport, a range of isotonic sports drinks. In balance with your natural body fluids, the brand promised to 'get to your thirst, fast'. Lucozade Sport was the first brand to launch with a sports sponsorship deal namely British Athletics and the FA Carling Premiership and continues to be endorsed by some of Britain's leading athletes including Michael Owen and Jonny Wilkinson.
It was the UK's first mainstream sports drink. The brand now has a 17% value share of the Energy category and is the UK's leading sports drink.
In 1996, the Lucozade packaging and logo changed which caused an increase in the value of the UK sales to almost £75 million in 5 years, this was over triple it was getting before.
Lucozade Energy has lost sales of more than £25million in the past year (2017) after the maker’s decision to reduce the amount of sugar, sparking complaints from consumers about the change in the traditional taste. A year after announcing plans for a major reformulation to duck under the government’s sugar levy, sales of Lucozade Energy drink brand have fallen by 8.4 per cent year on year.
Social Context
1927- 6 March –1000 people a week die from an influenza epidemic.
1980s- aids crisis- increase in people dying from aids. (predominately homosexual men)
1980s- aids crisis- increase in people dying from aids. (predominately homosexual men)
Competitors: Gatorade and Powerade
The Gatorade Company, Inc. is an American manufacturer of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and is distributed in over 80 countries. The beverage was first developed in 1965 by a team of researchers led by Dr. Robert Cade at the University of Florida to replenish the carbohydrates that the school's student-athletes burned and the combination of water and electrolytes that they lost in sweat during rigorous sport activities.
Powerade is a sports drink manufactured and marketed by The Coca-Cola Company. Its primary competitor is PepsiCo's Gatorade brands. Introduced: 1990
In 1988, Powerade became the official sports drink of the Olympics, alongside Aquarius, another sports drink made by Coca-Cola. It is a rival of another sports drink, Gatorade. In July 2001, The Coca-Cola Company launched a new formula for Powerade including vitamins B3, B6 and B12, which play a role in energy metabolism.
News stories
Lucozade sales plummet after brand dramatically cuts amount of sugar in drinks following tax levy
http://www.mirror.co.uk/news/business/lucozade-sales-plummet-after-brand-11468144Rebranding
In 1982, the most significant and successful re-positioning took place. 'Aids recovery' was removed from the bottle and was replaced with 'Replaces lost energy'. Lucozade became a brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential. Using the Olympic Decathlete Daley Thompson as a brand icon, Lucozade went from strength to strength. As a result the brand has enjoyed over 10% year-on-year growth throughout the decade.
In 1990 the Lucozade brand diversified further with the launch of Lucozade Sport, a range of isotonic sports drinks. In balance with your natural body fluids, the brand promised to 'get to your thirst, fast'. Lucozade Sport was the first brand to launch with a sports sponsorship deal namely British Athletics and the FA Carling Premiership and continues to be endorsed by some of Britain's leading athletes including Michael Owen and Jonny Wilkinson.
Shelter
When was it first launched?Shelter was launched on 1 December 1966, evolving out of the work on behalf of homeless people then being carried on in Notting Hill in London. The launch of Shelter hugely benefited from the coincidental screening, in November 1966, of the BBC television play "Cathy Come Home" ten days before Shelter's launch. The film led to a public outcry and calls for action after its transmission. It was written by Jeremy Sandford and directed by Ken Loach – and highlighted the plight of the homeless in Britain. Shelter was set up by Bruce Kenrick after forming the Notting Hill Housing Trust in 1963. The social campaigner Des Wilson, having seen "Cathy Come Home", became pivotal in the development of Shelter.
Who is the target audience of Shelter?
Target audience: ABC adults
It gives advice, information and advocacy to people in need.
Facts and figures over time
Unusually for a charity, in 2008 Shelter saw strike action by its staff in response to changes being made to their terms and conditions.
To most people, Shelter was a well-respected "homelessness" charity, concerned with getting people away from living on the streets and into housing. Yet, in reality, "street homelessness" was only a small element of the charity's work.
Shelter has always worked with people who, while not necessarily consigned to living on the streets, live in unfit, temporary, or insecure housing. But the public were largely in the dark about this huge - but hidden - problem of bad housing.
When Hooper Galton began working with Shelter, the charity's biggest problem was that its "issue" wasn't an "issue" in many other people's minds.
All of this meant that Shelter was in danger of slipping down the league of "must-support" charities.
- Brand development: Before any media work could take place, the brand itself had to be tackled. Hooper Galton led the strategic process of reframing the way people thought about "homelessness". The agency developed a long-term strategy through workshops, team meetings and visits to Shelter's clients.
The agency produced a brand strategy document, which gave the charity a fresh perspective on its brand personality. Shelter's voice is now louder, clearer and more intrusive.
- Brand identity: Hooper Galton then briefed the design agency Johnson Banks on the new corporate identity, with the two agencies working closely together before client presentation.
- Advertising and media: Hooper Galton created a poster campaign, working with the client and its media agency, Monkey Communications. The focus was on children, as the most emotionally vulnerable group affected by the problem of sub-standard housing.
The campaign took over Earl's Court Underground station during the Ideal Home Show via free media space that was negotiated by Monkey Communications. The agency then staged its own "Un-Ideal Home Show". The campaign highlighted the stark contrast between the nation's obsession with home improvement and the plight of the one million children living in unacceptable conditions in the UK.
The "Un-Ideal Home Show" activity generated coverage in 12 national newspapers, 11 regional newspapers and four trade titles. This represented a total "opportunity to view" of more than 22 million.
The entire campaign, beyond the Ideal Home Show activity, resulted in Shelter being recognised in an independent poll as one of the top ten charities in the UK.
Social Context 1966
3 million families were living in slums or grossly overcrowded conditions, and 1.4 million occupied houses were unfit for human habitation.
Shelter was launched on 1 December 1966, a couple of weeks after the BBC had, coincidentally, screened 'Cathy Come Home'.
- Des Wilson, co-founder of Shelter
Injury, unemployment, eviction, squats, shelters, social services – homelessness. This is the desperate spiral depicted in Ken Loach’s influential film, Cathy Come Home. First aired 50 years ago, the drama offers a graphic portrayal of the treatment of an ordinary family by public authorities as they grapple with homelessness.
Reflecting the public outrage at the film’s revelations, the pressure group Shelter was founded to raise awareness and campaign for reform. The same year saw the publication of one of the only Government-sponsored surveys of homelessness in England, by the National Assistance Board (NAB).
Associated products/competitors Shelter England and Shelter Scotland
It works in partnership with Shelter Cymru in Wales and the Housing Rights Service in Northern Ireland.
News stories
1. Back in 1966, I saw a national housing emergency – and helped found Shelter
https://www.theguardian.com/voluntary-sector-network/2016/dec/01/housing-crisis-1966-des-wilson-shelter written in 2016
2. 1969: Shelter exposes slum homelessness
3. Homelessness 'now more ingrained'
http://news.bbc.co.uk/1/hi/uk/4712038.stm written in 2006
Rebranding
Hooper Galton created a poster campaign, working with the client and its media agency, Monkey Communications. The focus was on children, as the most emotionally vulnerable group affected by the problem of sub-standard housing.
The campaign took over Earl's Court Underground station during the Ideal Home Show via free media space that was negotiated by Monkey Communications. The agency then staged its own "Un-Ideal Home Show". The campaign highlighted the stark contrast between the nation's obsession with home improvement and the plight of the one million children living in unacceptable conditions in the UK.
Old Spice
When was it first launched?
Old Spice products were manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz. Schultz was inspired by his mother’s potpourri and as a result, the first Old Spice product in 1937 was a woman’s scent called Early American Old Spice. The product was received well, and therefore followed with Old Spice for men in 1938.
Who is the target audience?
Men ages 18 to 34. Women with boyfriends or husbands or children in the age range that are buying the products for them.
Facts and figures over time
In the 1970s, Old Spice shifted from being a shaving brand to a fragrance brand by introducing signature scents like Old Spice Burley.
In June 1990, Procter & Gamble purchased the Old Spice fragrances, skin care and antiperspirant & deodorant brands from the Shulton Company. Throughout the 2000s, Procter & Gamble introduced many forms of deodorant, body washes, and body sprays in several scents under the Old Spice name.
In early 2008, the original Old Spice scent was repackaged as "Classic Scent", both in the after shave and cologne versions. The white glass bottles gave way to plastic, and the gray stoppers to red. Old Spice Classic shower gel was sold using the slogan "The original. If your grandfather hadn't worn it, you wouldn't exist.”
In 2014, Old Spice expanded its product line-up to men’s hair care with the introduction of shampoos, conditioners and styling products.
Awards: Old Spice has accumulated 37 awards as of 2016 at the Cannes Lions International Festival of Creativity. Most notably, the brand was awarded two Gold Cannes Lions for Creative Effectiveness for “The Man Your Man Could Smell Like” in 2011 and “Smellcome to Manhood” in 2016.
Associated products/competitors
Biggest rival is Axe which is owned by Unilever and also makes male grooming products.
Axe spent $30 million in advertising in 2009 while Old Spice only spent $7.5 million.
Adverts include men with a sex appeal.
News stories
Old Spice's 'the man your man could smell like,' Isaiah Mustafa, gets big break with hit commercial.
Rebranding- from grandpa's brand to a masculine young man
Consumer surveys: male body wash is usually purchased by women
Women purchase about 70% of all male toiletry products.
Body wash strikes the majority of men as unmanly.
Old Spice needed to market their product at female purchasers but make it more masculine for the male consumers.
Strategy: maintain heritage of the brand but repackage it with a satirical twist, stress the masculinity of the brand, make people feel personally invested in the brand.
Tactics: tv ads, cinema ads, online banner ads, website, facebook, twitter, youtube, merchandise.
Campaign cost: $11.4 million
Consumer surveys: male body wash is usually purchased by women
Women purchase about 70% of all male toiletry products.
Body wash strikes the majority of men as unmanly.
Old Spice needed to market their product at female purchasers but make it more masculine for the male consumers.
Strategy: maintain heritage of the brand but repackage it with a satirical twist, stress the masculinity of the brand, make people feel personally invested in the brand.
Tactics: tv ads, cinema ads, online banner ads, website, facebook, twitter, youtube, merchandise. Campaign cost: $11.4 million
Results:
- In less than 3 days, it had 5.2 million views on YouTube.
- Twitter followers grew from 3,000 to 90,000.
- Facebook fans 675,000(interaction increasing by 800%).
- W and K won an Emmy for an outstanding commercial.
According to Nielsen Data provided by Old Spice from July 2010 (date of article):
- Old Spice body wash sales up 11% in last 12 months
- Old Spice body wash sales up 27% in last 6 months
- Old Spice body wash sales up 55% in last 3 months
- Old Spice body wash sales up 107% in last month.
An advertising campaign developed by Wieden + Kennedy in 2010 featuring Isaiah Mustafa became popular after the first advertisement, titled The Man Your Man Could Smell Like, went viral. Following this campaign, Old Spice introduced Fabio Lanzoni to challenge Isaiah Mustafa for the Old Spice Guy title in an online advertising campaign.
After the success of "The Man Your Man Could Smell Like", Old Spice released, "The Response Campaign". Over the course of two and a half days, the brand filmed one hundred and eighty-six videos featuring Isaiah Mustafa engaging in conversation with fans and celebrities. The campaign earned over 40 million views after the first week, was viewed more times than President Obama’s 2008 acceptance speech, and led to Old Spice securing the spot of #1 all-time most viewed branded channel on YouTube.
Old Spice has partnered with the NFL and featured football stars including: Ray Lewis, Greg Jennings and Wes Walker in various TV and digital campaigns. In 2012, former NFL player Terry Crews was featured in the brand’s viral hit “Muscle Music”. The interactive video allowed people to make music through different musical instruments rigged to corresponding muscles on Terry’s body.
In 2013, Old Spice launched a series of TV commercials in India titled "Mantastic Man" starring supermodel and actor Milind Soman.
The commercial “Momsong” went viral in 2014 as a part of the brand’s Smellcome to Manhood campaign.
The Make a Smellmitment commercials with Isaiah Mustafa and Terry Crews debuted in 2015, promoting Timber (or Swagger) and Bearglove.
In early 2016, Old Spice introduced a new brand character, the Legendary Man, with two TV commercials “Rocket Car” and “Whale” to launch the Hardest Working Collection. Old Spice also launched a series of digital infomercials with Canadian actor Steven Ogg. In Early in 2016, the brand introduced two additional Old Spice characters, actors Thomas Beaudoin and Alberto Cardenas, in an advertising campaigns for the Red Zone product collection.
Bibliography
https://www.campaignlive.co.uk/article/superbrands-case-studies-lucozade/232378?src_site=brandrepublic
(written in 2005)
http://www.mirror.co.uk/news/business/lucozade-sales-plummet-after-brand-11468144
https://en.wikipedia.org/wiki/1927_in_the_United_Kingdom
https://www.mbaskool.com/brandguide/fmcg/6600-lucozade.html
https://en.wikipedia.org/wiki/Gatorade
https://en.wikipedia.org/wiki/Powerade
Shelter:
https://en.wikipedia.org/wiki/Shelter_(charity)
https://www.campaignlive.co.uk/article/media-strategy-analysis-shelter-stages-un-ideal-home-show/526345
https://www.theguardian.com/voluntary-sector-network/2016/dec/01/housing-crisis-1966-des-wilson-shelter
Old Spice:
https://en.wikipedia.org/wiki/Old_Spice
https://www.slideshare.net/hinchk08/com-3365-case-analysis
http://www.adweek.com/creativity/hey-old-spice-haters-sales-are-107-12422/
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