Lucozade, a beloved British brand for nearly 100 years, seen by today’s consumers as iconic and trusted. Once seen as ‘trailblazing’, consumers are perceiving Lucozade as losing its ‘cool’ factor.
This has led to falling penetration and relevance in a cultural landscape where there has never been greater choice or flexibility of entertainment, yet lesser availability of consumer attention.
We went one step further from the success of our Xbox & Halo Infinite campaign, uniting with Xbox – this time with legendary storytellers Bethesda – ahead of the release of Starfield, the groundbreaking open-world odyssey RPG.
Starfield provided an energy infusion in gaming culture: Bethesda’s first new IP in 25 years and one of the most hotly anticipated games of the decade.
We amped up the energy around the game, providing a sneak peek into the universe of Starfield before its official September release.
To achieve this, we crafted a 3-month integrated, omni-channel campaign & partnership immersing consumers in Starfield-themed content and challenges & unlocking limited edition prizes.
Bespoke social competitions, curated co-branded content, and an unforgettable, immersive event resonated with the gaming community.
Promising to energise consumers to “Unlock Your Universe”, the campaign successfully strengthened Lucozade’s connection with UK consumers, producing a significant uplift in Ad Awareness, Purchase Intent and Positive Buzz with Shoppers and Gamers.
This also drove a substantial +£9M increase in incremental sales and growth YOY, exceeding every benchmark set, and unlocking over 8000 extra points of disruption in-store, energising retailers and dominating the category over the summer.
