Lucozade Zero and Missguided team up for London event

Energy drink brand Lucozade Zero and fashion retailer Missguided have announced a collaboration, which will kick off with a joint event in London's Westfield Stratford.

Lucozade Zero and Missguided team up for London event
Lucozade Zero and Missguided team up for London event

The event will take place tomorrow (30 March) at the flagship Missguided store in Westfield Stratford shopping centre, and will offer guests personal styling tips, makeovers and 'zero to pay' opportunities. Customers will have the opportunity to win items across Missguided collections for free, both in-store and online.

Visitors to the event are invited to get 'weekend ready' with styling and beauty brands Mark Hill and Shine Shack, while they enjoy music from Missguided's resident DJ, Snoochie Shy.

In addition, Confetti Crowd, a UK-based creative group, will be on hand to offer styling sessions showcasing how to feel empowered and make a statement through your own personal style. Bloggers Carms London and Lissy Roddy will be in store helping guests to 'find their flow'.

Consumers will also have the chance to get 30% off their Missguided shop with a can of Lucozade Zero. Further giveaways will see customers chosen at random throughout the evening to receive zero to pay on the most expensive item in their basket. The creative concept for the activation has been developed by agency The Big Kick, while experiential elements have been devised by TRO.

The partnership will then continue on for a nationwide campaign which will target city centres, train stations and shopping centres. Taking the form of a sampling campaign, that will span 12 cities over the course of eight weeks, guests will be able to receive bespoke miniature cans featuring unique Missguided discount codes. 

Charlotte Flook, senior brand manager at Lucozade Energy said: "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 at 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."

The campaign will run until the end of May 2017.

Last October, Lucozade launched the first ever 'Get Fit' bus shelter in an effort to get the nation moving.

More: Gore-Tex  to stage a 5D experience at Westfield London

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