The Client

Established in 1927, Lucozade is a world renown brand. An energising sports drink, Lucozade is well known for its collaborations with and sponsorship of major sporting events, teams and athletes.

The Challenge

To Mark the launch of their new Nutrition products range, Lucozade challenged us to create a series of bespoke B2B event activations highlighting the product benefits to emerging retailers in the Lucozade world. The brief was to create an event template that could be duplicated and scaled internationally if required. Lucozade also wanted to utilise their sponsored Olympic athletes such as Leon Baptiste, Conrad Williams Nicola Adams and Paralympic legend, David (the Wolfman) Weir at the event.

The Result

In response to the brief, we created a series of one day events called ‘The Personal Best (PB) Series’. The events focused on helping athletes of all levels achieve their personal best. For the first event, we selected Surry Sports Park due to it’s excellent sports facilities and close proximity to London. We invited 100 retailers to each event and divided the day into a series of four workshops including wheelchair basketball, sprinting, and boxing. With a relaxed informal atmosphere, the events provided the perfect environment for retailers to get a sneak peak of the new product range and try it out with some of their sporting heroes.