Lucozade Zero and fashion retailer Missguided has announced a collaboration, ‘Zero To Pay’, which will be brought to life through on-pack promotion and experiential marketing.
The on-pack promotion will offer consumers a range of discounts which can be unlocked through codes on mini cans of Lucozade Zero. Targeting city centres, train stations and shopping centres, the sampling campaign will offer bespoke miniature cans featuring unique Missguided discount codes. The activity will be bolstered at high footfall locations with a ‘Zero to Pay’ nail bar, offering Lucozade Zero-inspired complimentary nail art.
Integrated agency The Big Kick was named lead agency for the campaign, while experience agency TRO is delivering the experiential element.
The Big Kick developed the creative platform and negotiated the partnership with Missguided, with the core aim of driving awareness of Lucozade Zero and supporting the distribution of 3 million sample cans throughout the UK. TRO is activating the ‘Zero to Pay’ campaign, including a nationwide programme of activity spanning 12 cities over the course of eight weeks.
All sample cans are printed with a unique code; there are also ‘virtual’ cans with codes on available from the Missguided website. Codes can be redeemed online for a guaranteed 30% off one-time use voucher, plus the opportunity to win a range of further Missguided vouchers.
To enter the prize draw and claim the 30% off, consumers have to go to www.lucozadeenergy.com/missguided and enter the unique code, their name, gender, date of birth and email address. Multiple entries are permitted, although each code can be used only once. All valid entries go into the daily prize draw to win extra discount vouchers, ranging from £50, 30% off for a year, 40% and 50% off for three months and 30% off for 10 years. All vouchers can only be redeemed through the Missguided.com website.
The campaign went live mid-March 2017 from and runs until May 31st, including an instore event at Missguided’s flagship store in Westfield, Stratford which took place on Thursday March 30th with resident Missguided DJ, Snoochie Shy, on the decks.
Shoppers were able to enjoy rewards from the likes of Mark Hill Blow Dry Bar, styling tips from The Confetti Crowd and Shine Shack Make Up who were instore providing free treatments to help get customers ready for the weekend. There were also chances to win ‘Zero To Pay’ on shoppers’ most expensive basket item throughout the afternoon.
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.”
Andrew Ryan,Head of Brand at The Big Kick, added: “Partnerships are still a great way of delivering saliency for FMCG brands. The ‘Zero To Pay’ platform allows the Lucozade brand the opportunity to engage with millennials by giving them rewards that hit their ‘sweet spot’ – fashion! Missguided’s bold and confident brand was the perfect match for Zero, inspiring our audience to ‘find their flow’ around the UK, and get rewarded.”
