tbk: Lucozade Energy - The Unstoppable Bottle

A first of its kind brand activation, The Unstoppable Bottle took the brand ethos of ‘making your day better’ one step further by giving London the chance to ‘find their flow’ and travel on the underground for free using the UK’s first contactless payment enabled bottle.

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Over 4 days, rush hour at Oxford Circus tube turned into ‘whoosh hour’. Over 5,000 Lucozade samples were distributed providing Londoners with free journeys across the city. The activation was supported with an integrated tube station media takeover with targeted messages like “in the zone, whatever the zone” hitting our daily strivers.

The Unstoppable Bottle not only gave 5,000 London commuters the chance to trial Lucozade Energy’s daring formulaic change in taste (a response to the sugar tax) but also to reappraise Energy as an ‘everyday energy ally’. Video content was timed with secured social media promoted posts which amplified the idea; reaching a phenomenal 34.6 million people across the UK.

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