Sunday 21 January 2018

Right product, but wrong perception

The Catholic Church is in such a bad place that it resembles the old Lucozade brand, writes Declan Lynch

Those of us who think deeply about these things have always been greatly impressed by the way that the Lucozade brand reinvented itself.

For years, Lucozade was almost entirely associated with people who were unwell. You would bring a big bottle of Lucozade to someone who was in hospital. Or, if you were feeling a bit poorly yourself, you might find that distinctive bottle with the Sunset Yellow plastic wrapping on your bedside locker.

In fact, hardly anyone seemed to buy Lucozade for themselves. They would buy it only for others. Lucozade was a sort of official sign that the recipient was sick, the equivalent of some medieval mark of the plague.

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