Lucozade Energy is building on its most successful campaign ever by teaming up with Bethesda Softworks and Xbox for a promotion offering shoppers the chance to win Xbox prizes every day.

Ahead of the most hotly anticipated gaming launch of the year, Lucozade Energy is teaming up with Xbox and Starfield to allow consumers to enter an extended reality experience where they can discover Starfield in-game content and take part in challenges to win additional exclusive Xbox prizes. The message to shoppers is simple: to “Unlock Your Universe”, they just need to scan special edition packs.

The partnership is on pack across Lucozade Energy Orange, Lucozade Energy Original & Lucozade Zero Pink Lemonade flavours and will be supported by in-store point of sale material, out of home and paid social advertising.

Prizes include a one-month Xbox Game Pass Ultimate subscription, and the chance to win an Xbox Series S every day. Additionally, participants will be entered into the draw to win prizes including Starfield merchandise bundles.

The promotion follows the success of last year’s partnership between Lucozade Energy, Xbox and Halo Infinite. The competition drew more than 580,000[i] entries – Lucozade’s biggest campaign ever.

Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I (SBF GB&I) said: Our partnership with Xbox was huge last year – and we’re confident that this year’s on-pack promotion with Starfield will be even bigger for both retailers and shoppers.

“Starfield is one of the most exciting and anticipated game launches of 2023. Last year, Lucozade Energy sales grew by almost 10%[ii] thanks to a series of impactful marketing and on-pack promotions – of which our partnership with Xbox and Halo Infinite was a crucial part. We’re looking forward to seeing the reaction to this year’s incredible gaming partnership”.

The on-pack promotion is live on packs now.

[i] SBF GB&I internal data

[ii] Nielsen, Lucozade Energy, GB Total Coverage including Discounters, Soft Drinks, Value YOY latest 52 weeks to 28.01.23

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