From Lara Croft to Love Island, a legacy of limited editions.
Lucozade
The ultimate energy boost for a brand
Throughout our long-standing relationship with Lucozade, we’ve been tasked with creating limited editions for both Lucozade Energy and Lucozade Sport, disrupting store shelves and grabbing consumers’ attention. These incredible editions have been sparked by brand partnerships, brand ambassadors and exciting flavour innovations.
In partnership with Xbox, the Larazade, Halo and Starfield limited editions have helped to reaffirm Lucozade as an energy drink for gamers. Our creative teams mixed assets from the games with the Lucozade identity to create designs that resonated with the target demographic, tapping into the desire for collectability and exclusivity, while still maintaining iconic brand presence.
In partnership with Xbox, the Larazade, Halo and Starfield limited editions have helped to reaffirm Lucozade as an energy drink for gamers. Our creative teams mixed assets from the games with the Lucozade identity to create designs that resonated with the target demographic, tapping into the desire for collectability and exclusivity, while still maintaining iconic brand presence.
Limited editions
Promo communications
Brand partnerships
Collaboration is an intrinsic part of the Lucozade brand, whether that’s with charismatic brand ambassadors like Anthony Joshua or exciting gaming IP from Xbox. Finding the balance between two big brands on packaging is a challenge, but opens up the possibilities for intriguing and disruptive editions that make a real impact.
Chris Cole
Design Director, BrandMe
Approach.
Disrupt to engage.
The main challenge with limited edition packaging is disrupting the shelf enough to grab attention from new consumers, while keeping the brand assets and values that habitual buyers look for. This is especially important in a convenience setting, one of Lucozade’s largest markets, where consumers are often under time constraints and make hasty purchases.
