Lucozade fan favourite flavour ‘Grafruitti’ is back. To mark the occasion, Lucozade has launched a full-scale takeover of Waterloo station in a nod to the fans.

Grafruitti was originally launched in 2015 and discontinued in 2016, but despite its short lifespan, the flavour was a fan favourite, with people calling for its return online. 

To pay homage to the fans, Lucozade’s takeover of Waterloo station speaks directly to the fans, positioning them as the protagonists of the campaign.
Referred to as ‘Believers’, the fans and their advocacy for the flavour have been leveraged to drive intrigue amongst new audiences. 

“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,” explains Katie Sutcliffe, Brand Manager at Suntory Beverage and Food Great Britain and Ireland.

The campaign is made up of nostalgic graffiti-inspired visuals in a nod to 2016 culture and the flavour’s original launch. Environments were “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 takeover was created with the help of brand activation agency Zeal. The campaign positions the flavour's return as a cultural phenomenon and elevates superfans as crucial to the relaunch.

“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,” explained Carl Eatson, Creative Director at Zeal.

Waterloo station was transformed into an immersive Grafruitti experience, with campaign visuals and messaging designed to stop commuters in their tracks and spark curiosity. 

The campaign is set to run across out of home, 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.

Building on the existing cultural currency of the product, the campaign engages fans in conversation to make advocates out of its customers.