Lucozade wanted to introduce a new limited-edition Brazilian Guava flavour to coincide with the The 2014 World Cup since it was being held in Brazil.

We drew inspiration from seeing Brazilian street kids practice football with tropical fruits. We thought there was a fun story there and a natural connect with our guava flavoured drink.

We called our idea ‘Keep it going’, centering the whole activation around Brazilian football skills.

We suggested creating an inexpensive Lucozade branded hacky sack in the shape of a Guava fruit which would act as a ‘camp fire’ for football fans to gather around. The idea was to create a craze for the Summer of 2014 where the Lucozade Guava hacky sack would bring football fans together in parks, on beaches, in gardens to ‘hacky’ together and show off their individual skills. The brand narrative around these activities would be to keep it going (the hacky sack), in order to keep our limited-edition guava flavour on the shelves.

The campaign would be activated through branded Brazilian style murals both in the UK and in Rio. As well as football influencers, putting their skills where their mouths are and showing off their keepy uppie skills on social using the increasingly coveted Lucozade Guava Hacky.

The key message; Lucozade Limited Edition Brazilian Guava. Keep the Guava going.

As the summer approached, we’d seed out Lucozade Brazilian Hacky Sack challenges via the influencers.

While generating UGC and a leaderboard, we’d fuel the desire for fans to get their hands on their own Guava Ball and take part. In-store promotion offers were: Buy a 4 pack of NEW Lucozade Brazilian Guava and get the Guava Hacky Sack.

The experience came alive further with Keepy Uppie experts in-store to demonstrate and challenge customers (10 Keepy Uppies win a free trial bottle)

Floor stickers showed specific skills to practice, all named after Brazilian cities.

Bunting was designed in the form of rows of colourful Brazilian flags repeated with Lucozade Brazilian Guava.

Activation
Role: Copywriter
Agency: Billington Cartmell