Lucozade

And then you're running, you're on your feet running for five and a half hours or whatever.

Well, for that amount of time, like, you know what I mean? And I wouldn't even take the Lucozade or the orange because I can't take anything like that.

It just doesn't agree with me.

It gives me heartburn.

I skipped meals entirely.

My favourite for a period of time was to basically survive on coffee and Lucozade right the way up until lunchtime and then wonder why I was going to Gregg's or to another sandwich shop and eating the world because I I was fucking starving.

Or by the time I got home from work, I was eating a small meal and then drinking a bottle of wine because I was a jittery mess and I needed to somehow wind down.

There's been fat burners.

And drinking as well, because that plays a big part in it.

I was a filthy eater at that point.

I think I've spoken before about my fixer used to be a bottle of Lucozade and a four pack of Melton Mowbray pork pies before going to the rugby club on a Saturday to then drink more, to then go and get a kebab on the way home on a Saturday night.

So this is the problem when you do that kind of thing in secret.

And it feels so unnatural as well in the sense that, you know, you obviously try and eat fairly clean and, uh, like, you know, a varied diet with the right amounts of carbohydrates just to sort of get through training.

But then you get to like these three days before, and you can just literally eat like you know, two packets of lollies and drink a liter of Lucozade in a day.

It's that kind of feels a bit the opposite of what people would think with regards to running.

So no, that's really interesting and good to hear that you like the precision stuff as well.

the internet, how do brands exist in people's memories? So we built an inquiry infrastructure using agents, using an LLM to essentially understand for any individual brand how the LLM was interpreting its heart, face, voice, and actions in the real world, which was utterly fascinating.

I've had the pleasure and privilege of working on things like Guinness and MasterCard and Lucozade and all sorts of brands with extremely strong characters.

And we found it was very descriptive of the truth of those brands.

And what we also found was when looking at the IPA cases, It was very interpretative of the shifts for the most successful commercial cases so that those brands that look back into their heart, re-expressed it in communications with their voice, but also committed to new sorts of actions.

If you're going in depleted and you don't have much energy and you don't have much food in your system, and then you you like drag yourself through a training session that's going to have repercussions that's going to have a negative effect so we need to make sure we're balancing those carbs in around those meals so say if you're someone who trains first thing in the morning i would recommend having things like banana dried fruit again those examples which is just very very quick into the system I will also have a powdered carb because what I like about powdered carbs versus liquid carbs is you can control the dosage of liquid.

So you just throw a powder into say 200ml of liquid versus like say drinking a Lucozade for example, just because that's a lot of fluids to take on at that current point in time.

Say if you're someone who trains after work, then actually like don't have lunch as your last meal before you train at five o'clock, six o'clock.

Like have then something in the afternoon, which is gonna be like your pre-workout meal.

Yeah, so the issue, I think, trying to be positive, is that at no point did Benetton look like it was ever on TV.

They were in the five-meter channel for 15 minutes in the first half, just out of the gate, fully fit, fully, you know, Lucozade-ed up, smelling salts.

Yeah.

They're ready.

Well, look, if something happens and, you know, you need somewhere to stay up in Belfast to do Belfast Marathon in early May, you just let us know.

We'll run you a few bottles of Lucozade or whatever.

So we'll make it work.

Yeah, I'll