How do you beat the sales uplift usually experienced during an annual, major, on-pack promotion? How do you get a new type of younger, urban customer to buy your product?
Lucozade Energy had 7 music artists re-design their flavour variant bottles. We procured, negotiated and managed the artists (to a strict budget) for this complicated multi-talent campaign, in addition to audience research, artist evaluation, negotiation with managers, contracts, logistics and music clearances.
The bottles sold 10% more than the typical spike expected from an on-pack.