Lucozade Conditions Zone

The 2014 FIFA World Cup gave Lucozade Sport the perfect platform to solidify its position as “the most talked about sports drink” during the World Cup. TRO brought Brazil to Britain via a bespoke, state-of-the-art immersive experience that was open for three weeks in Canary Wharf. The Lucozade Sport Conditions Zone, a climate-controlled, indoor soccer stadium, offered grassroots footballers the chance to play 5-a-side football in the same stifling conditions as England’s opening World Cup match in Manaus, Brazil (average conditions of 32°C and 76% humidity). The live, scientific test let the consumer be the test subject. Participants not only sampled the product, they put it to the test, supplying the data that was analysed before, during and after the games, confirming that the drink could stand up to the conditions in Brazil.