2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 38
WELCOME
SUSTAINABILITY
CATEGORY OVERVIEW
Game on!
What do a Spartan super soldier from the year 2560,
an elven warrior from the fantasy realm of Skyrim and a
mutant from a dystopian wasteland somewhere in a postapocalyptic United States have in common?
They were all featured on limited-edition cans of
Rockstar Energy launched in December 2022 as
the brand looked to cement ties with the gaming
community. The appearance of the characters – from
games, Halo Infinite, Elder Scrolls and Fallout – was
part of an on-pack promotion offering a swathe of
unmissable gaming prizes.
Up for grabs were one-month Xbox Game Pass Ultimate
Memberships and a range of Xbox goodies, including the
next generation Xbox Series S console. Gaming is almost
universal amongst Generation Z.27 That’s why we think it’s
all to play for when it comes to connecting with younger
consumers with initiatives like these.
Ensuring brands are where Gen-Zers spend
most of their day is vital. That means being
online. See the hysteria caused by the UK
launch of Prime Hydration at the end of 2022,28
by YouTubers Logan Paul and KSI, who have
a combined following of more than 39 million
subscribers.29 The pair claims that the drinks
have netted US$250m worldwide.29 Prime
Energy launched in the UK in April 2023.30
Britvic has connected with Gen-Zers through
initiatives such as Rockstar Energy’s Xbox
promotion, as well as the brand’s tie-ups with
musicians and social media content producers,
and Tango’s partnership with The Prince’s
Trust. Initiatives such as Aqua Libra Flavour
Tap’s sponsorship of the Blue Earth Summit
are the right thing to do; they also echo the
priorities of the next generation of consumers.
27 The Grocer, Gaming and Gaga: how brands can target gen Z, 24/01/2023 - https://www.thegrocer.co.uk/consumer-trends/gaming-and-gaga-how-brands-can-targetgen-z/675519.article
28 The Huffington Post, What Is Prime Hydration And Why Are People Fighting In Aldi Over It?, 30/12/2022 https://www.huffingtonpost.co.uk/entry/what-is-prime-hydrationdrink_uk_63aeb64ae4b0b2e1505fa304
29 The Conversation, Prime: a YouTuber expert explains how Logan Paul and KSI’s drink became so popular, 17/03/2023, https://theconversation.com/prime-a-youtuber-expertexplains-how-logan-paul-and-ksis-drink-became-so-popular-201792#:~:text=YouTubers%20Logan%20Paul%20and%20KSI,that%20in%20January%202023%20alone.
30 The Daily Record, 05/01/02023, https://www.dailyrecord.co.uk/lifestyle/food-drink/new-prime-energy-drinks-uk-28879486
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