how did lucozade use media language to promte their brand?

Lucozade was originally a medical drink in 1969 when it was only sold in pharmacies. now in 2019 its globally know as a energy drink with it being sold in every store in the world. lucozade has blow up with its consumers by using celebrity endorsement and also gaming titles such as Lara croft. 

in 2013 the " i believe " campaign was launched when lucozade started using celebrities such as Gareth bale and other athletes to promote their product. this was successful as the target consumer that would buy the drink from this type of advertisement would be the other athletes and the man people who saw the athletes as their role-modals. However in the advertisement for their campaign they stated that " its better then water " this comment was met with a lot of controversy as it also said it was "scientifically proven" however this did not help the product as it was classed as false advertisement  and the advert was quickly stopped. 

Back in 2003 lucozade used the new popular game of Tomb Raider to promote their product by putting the main character (Lara Croft) on the bottle of almost every bottle and changing the name of the product for limited time to Larazade. this blew up for the company as it was one of the first bold advertising move they had mad with players of the game buying the drinks as on the advertisement it was said to give you energy for your gaming which made profits of the products to go up.  This advertisement was resurfaced as the new Tomb Raider came out in 2016 their advertisement scheme was almost identical to their last one however by the time it was resurfaced the advertising and the adverts had a better quality of film and content to help boost the promotion also the drinks were then changed for limited time again to Larazade