In my short piece of writing I am going to discuss why Lucozade decided to use Lara Croft to represent their product in their advertisements. Lucozade are built on heritage, over time Lucozade have rebranded their product from a tonic for the sick to a health drink for the sporty. They tried the technique of celebrity endorsement and represented their drink by using the athlete Daley Thompson in their adverts; however this did not make them stand out from other companies.
Now, Lucozade use Lara Croft in their advertisements. The target consumers they are aiming at are teens and young adults. They have used her as she is a symbol and icon of energy which represents their product perfectly. She is well known as she is in the film Tomb Raider. For girls she is seen as a role model as she is in control. She shows women in power which is how girls want to be looked upon.For men Lara Croft is well known through the films she is in, but also for the video games that she is in. She is shown as sexually attractive and strong.
You make thoughtful comments on why Lara Croft is used to promote this brand for female and male audiences. Just to add that I did feed back to you at the time that in fact Lucozade have been very successful with their 'The Edge' campaign as well, in which they make a case for their energy drink making the vital difference between coming first and coming second: it gives sports competitors 'the edge'.
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