Britvic has launched a partnership between its Rockstar energy drink brand and gaming company Xbox, offering limited-edition cans and the chance for shoppers to win prizes.

Running until 31 December, the partnership includes limited-edition cans with artwork from three popular Xbox games: Halo Infinite, Fallout 76 and The Elder Scrolls Online.

Britvic adds two new Rockstar varieties to £1.29 PMP range

Each can includes a QR code which gives Xbox players a one-month Xbox Game Pass Ultimate membership normally worth £10.99. Scanning the code also gives shoppers a chance to win a range of Xbox prizes, including the Xbox Series S console.

Ben Parker, Great Britain retail commercial director at Britvic, said: “Stimulant energy is the largest category in impulse, with stimulant shoppers spending 80.3% more than soft drink shoppers in OOH on average. Our latest partnership and on-pack promotion with Xbox is sure to boost sales even further for retailers.”

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