Soft drink supplier Lucozade has partnered with socially-led creative agency, We Are Social, to celebrate the previously announced return of its fan favourite flavour, Grafruitti - and has added a famous fan to its new campaign.
After initially launching in 2015 as a limited release, Lucozade said it had brought back the flavour For the Believers.
Tapping into its strong online community and nostalgic love for the flavour, Lucozade began teasing fans back in early March. This included commenting on old Grafruitti-related social posts, a logo switch and more.
A new video has now premiered on Lucozade’s YouTube channel, featuring a host of Believers - including ambassador Jude Bellingham - and real-life Grafruitti fans.
OOH content across the nation features real fans’ words and grandiose descriptions of Grafruitti, stating that the flavour is Back for the Believers. Strategic paid media by WPP Media supported the campaign.
Katie Sutcliffe, brand manager at Lucozade said, “Bringing back an iconic flavour like Grafruitti carries a unique responsibility. The fans have a deep connection, and we couldn’t let them down.
“We Are Social’s sharp insights help turn a relaunch into a community-led movement. Together, we’ve joined a decade-long conversation and delivered exactly what our community was craving.”
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