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The UK"s energy drink market, now valued at over £1.7 billion, is growing at an impressive rate of 13%, making it the largest and most profitable category in the industry. At the forefront of this growth is Sneak Energy, a brand that has built a loyal following among 18-34-year-old gamers.

However, with ambitions for further expansion, Sneak needed to reach beyond their core audience to attract new loyal fans. They approached us to create a retail activation for their limited-edition Valentine’s Day products to engage a broader audience.

Our challenge was to break through the competitive noise and capture the attention of new Sneak customers by making a bold statement with the launch of their new "Sex on the Beach" and "Peachy Cream" flavours.

Born from a rebellious spirit, Sneak Energy thrives on breaking the mould, rejecting traditional norms of the energy drink category to embrace the eccentricity and passion of its dedicated fanbase. This bold attitude has transformed Sneak into a brand that gamers not only love but feel a deep emotional connection with — something mainstream competitors simply cannot replicate.

Understanding that their target audience craves exclusivity and unexpected promotional ideas, Sneak wanted to go all out for Valentine’s Day with a real-world twist: an immersive, high-energy pop-up sensory experience designed to spark conversation and drive recruitment of a new audience into the brand.

By leveraging the "Sex on the Beach" and "Peachy Cream" flavour drops, we helped Sneak tap into the age-old adage that “sex sells” by unapologetically leaning into this concept, delivering an unforgettable experience with a pop-up sex shop located in the heart of Soho, London.

Placing creativity and boldness at the core, we collaborated with Sneak to transform a retail space in London’s iconic Soho district. This became the stage for an immersive, vintage sex shop-inspired experience that captured the brand’s eccentricity and playful energy.

Our storefront design invited fans to step behind the curtain and into Sneak's playful and daring world. Reminiscent of a classic Soho sex shop, we used humour and innuendo to draw people in. With a mix of provocative imagery and hyper-realistic gaming themes, we amplified Sneak’s playful energy, ensuring the activation stayed true to its daring identity while attracting a broader audience beyond its cultivated gamer core.

Paying homage to cosplay and fantasy, the experience was deeply rooted in Sneak’s connection to gaming culture. The interior featured sex toy-inspired gaming artefacts and dual-player gaming stations with handcuffs, encouraging new audiences to explore bold new experiences together. Attendees were also treated to Sneak's new Valentine’s Day flavours, “Sex on the Beach” and “Peachy Cream”.

The playful, unexpected sex-shop twist sparked intrigue and conversation, which extended seamlessly across social media, allowing fans to engage with the activation both in-store and online.

This bold, immersive activation not only reinforced Sneak’s brand ethos, it also created a unique and memorable retail experience that perfectly matched the fun, edgy identity Sneak is known for. With every element, we ensured Sneak’s fans felt at home, keeping the brand’s disruptive spirit front and centre.