For a while now I’ve been wondering why Lucozade is treated differently anytime the topic of effects of energy drinks comes up.
And also, the fact that is the drink we mostly prefer when we feel unwell or buy for the sick for recovery.
Curious, I pondered.
And sifted through research articles.
And to say I was blown away would even be an understatement.
Though fascinated, I felt scammed after I read the articles.
Sadly, you’re a victim too if you’ve ever taken lucozade because you felt sick or had bought one for the sick.
But the interesting thing is, you may not know how.
For the reason that, the Lucozade marketing strategy isn’t the usual.
It’s a smart one. Tricky I must say.
How?
You may take a look around.
You think you’re seeing more of the name Lucozade on hospital billboards, sign posts and health programs for no reason?
No. It’s the tricky branding strategy.
And for years, we’ve fell for it.
How’s that possible?
Let me take you down the rabbit hole.
The Lucozade company knows so much and understands the marketing game so well that, they strategically started advertising the product under the slogan “Lucozade aids recovery” even back in 1938.
And until 1990s, which you may had observed, Lucozade was mostly sold only at pharmacies or chemists.
You ever asked why pharmacy? And why the health or recovery theme in general?
There’s a reason.
Just like how you may perceive everything in pharmacy as good, that’s what they did.
To make consumers, like you and I, believe Lucozade isn’t like any other energy drink, but a special drink for your health, your recovery and for the sick.
Funny they know well that the market for the sick never gets dry.
So certainly, it’s a win for them at your expense.
But Is there even evidence that it’s good for your recovery or for the sick?
Matthew Thompson and colleagues from the Oxford Centre for Evidence Based Medicine did an analysis on that.
And of 431 marketing claims of some drinks they examined, they found that most cited no evidence to back their claims.
Though, 174 sources were cited for Lucozade; of them, they noted only three studies of high quality with a low risk of bias.
Interestingly, the rigorous studies that they did that even show some evidence to the claims that energy drinks (of which Lucozade is part) are energy boosters, they found they were, as they put, “of limited relevance because the tests were on elite athletes”.
The tests were not conducted on “normal” people or the sick. They were tested on athletes who may had trained and gained unusual strength before the tests.
So how’s this good for the sick or for your recovery?
The fascinating thing is numerous studies have recorded that artificial caffeine, processed sugar, artificial sweeteners are generally not good for even healthy people.
They’ve been found to disturb our normal body sugar level, heart and kidney functions.
Lucozade, just like other energy drinks, contains the aforementioned ingredients.
So how’s this good for the sick who may be struggling to keep a balance?
Even because of the caffeine and the artificial sweeteners, it’s been recorded not to be recommended as an immediate treatment for hypoglycaemia.
So why do we still assume Lucozade is a “special” energy drink to buy for the sick? Or even take one when we feel sick?
Ignorance, maybe.
But you know a bit now.
Though the choice is still yours.
But you may be better off taking soup or natural fruit juices the next time you’re unwell. Especially orange juice.
Until next time…
