Suntory Beverage & Food GB&I has partnered with video games studio Bethesda Softworks on a new on-pack promo offering Lucozade shoppers the chance to win Xbox prizes every day.

The partnership, which runs across Lucozade Energy Original, Orange and Zero Pink Lemonade varieties, will give shoppers the chance to enter an extended reality experience relating to Bethesda’s upcoming game, Starfield.

In this experience, they can discover in-game Starfield content and take part in challenges to win Xbox prizes, including a one-month Xbox Game Pass Ultimate subscription, an Xbox Series S and Starfield merchandise bundles.

Oreo and Xbox launch on-pack promo with special edition cookies

The promotion follows the success of last year’s partnership between Lucozade, Xbox and the game Halo Infinite. With more than 580,000 entries, it was Lucozade’s largest-ever campaign.

Zoe Trimble, head of Lucozade Energy at 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% 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.”

SBF will support the promotion with in-store PoS and outdoor and paid social media advertising.

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