Like those unscrupulous folk selling mephedrone as plant food, marketing often depends on conspiracy. When you're unplugged from The Matrix and find your real life is rubbish, it makes more sense to go along with the lie.
Likewise, it's convenient for GSK and consumers alike to pretend Lucozade drinkers spend their time wrestling bears and jumping bikes out of aeroplanes, when really the golden elixir is meant for hungover drones on their way to the office. That's why it goes so well with paracetamol and vodka.
The new Lucozade Energy 'Do More' ad outdoorsy types streaking down mountains like the Human Torch is fast, dynamic and throbs with adrenaline.
So it's basically the opposite of the people it's secretly aimed at, whose experience of extreme water sports probably amounts to slipping over in the shower.
Still, the bigger the lie, the more people will believe it.
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Likewise, it's convenient for GSK and consumers alike to pretend Lucozade drinkers spend their time wrestling bears and jumping bikes out of aeroplanes, when really the golden elixir is meant for hungover drones on their way to the office. That's why it goes so well with paracetamol and vodka.
The new Lucozade Energy 'Do More' ad outdoorsy types streaking down mountains like the Human Torch is fast, dynamic and throbs with adrenaline.
So it's basically the opposite of the people it's secretly aimed at, whose experience of extreme water sports probably amounts to slipping over in the shower.
Still, the bigger the lie, the more people will believe it.
More from this column
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