Anyone shopping in central London last week couldn’t miss the joint promotion and sampling by Lucozade and MissGuided.
Here’s what PromoMarketing web site says:
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 TROis 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.
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