Here's a true story. Last week I read that a 14 year old boy had made £14,000 by selling crisps, snacks and energy drinks to fellow students at school. As part of his black market stock, he was also selling Lucozade, the brand that I work for. Obviously at this point the feelers were out. I heard murmurings in the office... ' should we do something ?', ' keep an eye on it '. don't hate tha player, hate the game Then as of yesterday this boy decides to sell a signed (by himself) bottle of Lucozade Energy on eBay. It's all over the news. Oh, and now the bidding has gone up to £2.5million. Suddenly, I'm having people come up to me left, right and centre. ' Are you jumping on this ?', 'So  what are you going to do on social ?', ' There's budget if we need to create a really cool response .' Me:  One of the main reasons we are not getting involved with this story is because we are a company that only markets ...