Overview
We delivered 1 million chilled samples of Lucozade Original across the UK, designed to drive trial, educate consumers on the new zingy flavour and improved recipe, and increase sales. The activation combined high-impact brand visibility with a seamless logistics plan, featuring branded dumpbins, fully wrapped vans, and on-brand uniforms.
Sampling took place across high streets and industrial estates, running in parallel with an ATL and OOH campaign. Every sample included a 50p money-off coupon, while dedicated “Orange Blast” days saw Lucozade staff and senior management join the field team to engage directly with consumers.
The result was a highly visible, interactive experience that combined reach, brand education, and purchase activation at scale.
1 million chilled bottle samples
6+ weeks' activity and 3x teams
85% high street and 15% industrial estate distribution
The challenge
The solution
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