Abstract:

The research was conducted in March 1978 to establish current attitudes towards Lucozade and to assess the potential of an 'in-health' advertising strategy to promote usage. The findings were favorable to this strategy and two new advertisements, Nature Trail and Bicycles, have been produced. The present study was required to examine these two commercials to check if they met the advertising objectives. Two versions of Nature Trail have been prepared where the ending voice-over was changed to emphasize the use of Lucozade in health and in sickness.