London, 6th May 2026 – 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.
Katie Sutcliffe, Brand Manager at Suntory Beverage & Food GB&I, said: “Grafruitti has always had a loyal following, and its return is something fans have been calling for over a number of years. This campaign is about turning that demand into something much bigger, rewarding our core fans while bringing new audiences into the brand. By creating a moment at the scale of Waterloo, we’re able to spark curiosity, drive trial and show why Grafruitti has such a strong following.”
Carl Eatson, Creative Director at ZEAL, added: “Grafruitti already had the foundations of a cult following, so the opportunity was to build that into something much bigger. Rather than launching it in a traditional way, we wanted it to feel like a takeover led by the fans themselves. Waterloo gives us a stage to turn that energy into action, creating intrigue first and then converting that into trial by letting people experience the product in the moment.”
The campaign is running across OOH, in-store and online channels in the UK, with Waterloo Station acting as the focal point of the activity. Media planning and buying is by WPP Media.
