Turn around the decline in market share by re-engaging with 16- to 24-year-olds.
Recruit and collaborate with seven dynamic music artists.
We recruited seven of the most dynamic current music artists to collaborate with the brand. Together, we created seven unique Lucozade Energy bottle designs – each capturing the artist’s influences, passions and creative flair. Through interactive packs, consumers could access exclusive content featuring the artists, plus access to VIP gig tickets. We built a disruptive TTL campaign featuring the artists on the bottles, in-store, advertising, social media, radio and outdoor.
Artist management, Content Marketing, Pack takeover, Shopper