Sometimes brands we love go through a tricky patch and there is nothing we can do but wait until they come out the other side looking better for it.
One brand I have always loved is Lucozade. It has always been there for me, from the time long ago when I drank its Isotonic range at halftime during competitive sport (no, not tiddlywinks), educational times where it kept me awake during revision (apart from maths) and now when I drink it as a bloater looking to shake off a spritzer fuelled hangover.
So as yet another strap line got unveiled a few weeks ago Ã¢â‚¬Å“Get Your Edge Back NowÃ¢â‚¬Â, replacing something to do with brain foodÃ¢â‚¬Â¦ I wonder when the brand teams will hit upon something they like and will stick with it?
Who can forget the isotonic Lucozade Ã¢â‚¬Å“After 90 Mins of Sheer HellÃ¢â‚¬Â advert with John Barnes
I am guessing that GlaxoSmithKline are constantly changing the brand and straps as they try to move the position of the drink from being seen as mainly a sport and exercise related one to more mainstream and down with the kids?
It is a difficult one as it really does have the number one slot in the sports drink arena and they canÃ¢â‚¬â„¢t alienate this audience whilst trying to make its appeal more widespread.
For me, as a consumer who grew up drinking Lucozade and someone who sees it as a trusted brand I think GSK should concentrate on the sports market and let the sales grow from there. WhatÃ¢â‚¬â„¢s more, why not bring back the John Barnes, Ã¢â‚¬Å“after 90 minutes of sheer hellÃ¢â‚¬Â isotonic lucozade advert Ã¢â‚¬â€œ A classic advert, ahead of its times :-)