The UK’s energy drink sector, now valued at over £1.7 billion, is growing at +13%, making it the largest and most profitable drink-now segment of the market. Energy drinks account for over 1 in 3 soft drinks sold in convenience stores. Founded to fuel the passions of gamers and active individuals, Sneak Energy is disrupting the category with its innovative and gamer-centric approach, quickly becoming a leading brand.

Seeking to attract a fresh customer demographic beyond the already cultivated 18-34 year old gaming sector, an opportunity emerged to create a retail activation for Sneak’s limited-edition range of products for the highly anticipated Valentine’s season. Thriving on being unconventional, rejecting the norm and embracing the eccentric Sneak collaborated with creative partnership, Brandon, to create a sensory experience that leveraged the brand’s community spirit through the theme of a branded sex-shop.

“We conceptualised an entire retail space and utilised Sneak’s quirky and unique brand positioning to design a tongue-in-cheek experience that combines fantasised worlds with hyper-realistic gaming” says Brandon’s Design Director, Joe Bembridge.

“We curated the entire customer journey, from physical advertising in the area through to immersion in the space – participation and navigation were key to delivering a high-quality experience” continues Bembridge.

The storefront immediately evokes thoughts of a Soho-themed sex shop and by incorporating humour, innuendo, and gaming, the experience invites individuals to immerse themselves in a world that provocatively combines fantasy with hyper-realistic gaming. This light-hearted celebration of cosplay, gaming and sexual innuendo is fuelled by the playful energy of the Sneak brand identity.

“The space is set to attract a new customer base through product sampling and brand awareness” says Emma Bell, Senior Account Manager at Brandon.

“As this will be the brands’ first retail activation, in a highly invigorated, liberal area of the city – the event is opportune for capturing prospective audiences that can be a part of Sneak’s cultural diversity. Whilst dominating the digital space, the brand needed to explore physical spaces for the first time to connect with consumers face-to-face.” She continues.