Lucozade Zero and fashion retailer Missguided has collaborated on a ‘Zero To Pay’ campaign, with experiential marketing tied in with an on-pack promotion.
Targeting city centres, train stations and shopping centres, the sampling campaign has been bolstered at high footfall locations, including SouthGate Bath and King’s Cross Station in London, with a ‘Zero to Pay’ nail bar, offering Lucozade Zero-inspired complimentary nail art.
Agency TRO has been activating the ‘Zero to Pay’ experiential element to the campaign, which includes a nationwide programme of activity spanning 12 cities over eight weeks.
Charlotte Flook, Senior Brand Manager, Lucozade Energy, commented: “With a shared target audience of young, fashion savvy females, the partnership with Missguided presents fantastic brand synergy. TRO has designed a bold liquid on lips campaign which will achieve mass trial and get consumers excited about the product.”
Siôn Stansfield, Account Director, TRO, said “Following the success of our ‘zero gravity’ experiential activation for the Lucozade Zero product launch last summer, we’re excited to be activating a whole host of activity to reach the hearts and minds of the product’s target audience. With the product at the heart of the campaign, we have an ambitious target of distributing 3 million samples.”