Founded in 1927, Lucozade has been one of Britain’s most loved & salient brands. Fast forward to today (in the backdrop of an ever-fragmenting media landscape and commoditized energy drink category) Lucozade is finding it increasingly difficult to drive relevance with consumers whilst shaking its image of an uncool brand stuck in the past.
The challenge was clear: To reawaken this giant of a brand we required a strategy that would both drive cultural relevance & improve perceptions for the brand.
We identified the perfect opportunity to answer this challenge, aligning with a growing cultural force – gaming.
The consumer promo featured the iconic MasterChief across 90m packs and throughout retail activations in Tesco, Sainsbury’s, ASDA & Co-Op.
To amplify the partnership further, the campaign featured across a national OOH activation, Twitch partnership featuring a custom commercial and streamer activation, digital display.
We paired Lucozade with one of the world’s biggest gaming brands, Xbox… and the AAA franchise Halo Infinite to co-create ‘Unleash Your Inner Hero’ – a platform that sought to channel Lucozade’s positive energy into gaming culture.
We executed the idea 360 through-the-line, leveraging Xbox & Halo IP & promotional assets on- pack, at POS & via an omni-channel strategy, creating value across the brand & business.
Snapchat lens, Reddit activation, TikTok creators, a multi-platform social & influencer strategy and Xbox and Halo owned channels.