Waterloo takeover

Lucozade has launched a new campaign to support the return of its cult Grafruitti flavour, with a high-impact takeover of Waterloo Station, designed to turn long-standing fan demand into a cultural moment. The campaign was developed in partnership with brand activation agency ZEAL and WPP Media
Running until the 18th May, the takeover forms part of the brand’s biggest launch to date, repositioning Grafruitti from a cult favourite into a broader cultural phenomenon. Originally launched in 2015 and discontinued in 2016, the product is now returning following sustained calls from its fanbase. The campaign elevates superfans from audience to protagonists, reframing the relaunch as a cultural movement rather than a standard product launch.
Strategically, this is built around the role fans have played in bringing Grafruitti back. Positioned as “Believers”, they sit at the heart of the campaign, with their advocacy used to spark wider intrigue and drive trial among new audiences.
The objective is twofold: to re-engage lapsed fans who campaigned for the product’s return, while converting new audiences by turning cultural intrigue into purchase. Alongside this, the campaign targets a broader Lucozade audience to drive mass awareness and trial.
The creative platform aims to elevate the relaunch beyond a typical NPD moment, positioning it instead as a cultural movement. The campaign centres on Grafruitti as something rediscovered and reintroduced by its fans, building intrigue around the question: what is Grafruitti, and why does it have such a following?
The Waterloo execution sees one of the UK’s busiest commuter hubs transformed into an immersive Grafruitti experience, dominating the space with campaign visuals and messaging designed to stop commuters in their tracks and spark curiosity.
Creatively, this comes to life through a graffiti-inspired visual identity that gives the campaign a raw, takeover aesthetic, with subtle nods to 2016 culture connecting the relaunch to its original era. Environments are “Grafruitti-fied” using a distinctive purple palette, while visual cues such as beams and glow introduce a sense of “divine light” energy, dramatising the product’s return and amplifying its presence at scale.
The activity is supported by a wider integrated approach, with activity designed to build cultural intrigue around the product’s return while driving talkability, participation and trial.