The entry features 3D cardboard front and rear "bookends" that transform Lucozade displays into a VW campervan, designed to bring together various Lucozade sub-brands like Energy, Zero, and Sport.

To deliver Lucozade’s first Megabrand activation in Ireland, we needed a standout POS concept that could unify all sub-brands and be flexible across different retail formats. Targeting staycationers in forecourt convenience stores, the VW campervan concept was chosen to appeal to holiday-goers of all ages. The campervan was branded as a "Lucozade Hydration Station," encouraging hydration during travels. The 3D front and back bookends were designed with shallow footprints to minimize space usage while offering maximum impact. These components could transform any display setup into a hydration station, adaptable to various display types like chillers or ambient shelves.

The campervan design incorporated the core Lucozade brand colors, with additional hues from sub-brands to maintain a cohesive look. The vehicle shape was crafted with care to ensure an authentic representation of a VW camper, complete with a curved front, roof, and distinctive splitscreen. The addition of 3D details, such as bumpers and headlights, further enhanced the realism and appeal of the display.

The campaign’s success can be attributed to its ability to capture the staycation trend and boost sales. Stores using the campervan POS saw a 33% sales uplift over the summer, and the campaign led to record Lucozade sales in June, July, and August. The activation not only drove impulse sales but also helped increase market share, with Lucozade Energy, Zero, and Sport all outperforming competitors.

Retailers saw a strong ROI, with sales continuing to grow through the end of the year. The success of the campaign was reflected in the positive feedback from stores, with many requesting the return of the campervan POS in 2022. The activation helped Suntory solidify its position as the number 2 soft drinks manufacturer in Ireland, surpassing its annual sales goals for Lucozade by November 2021.