Boost Drinks is aiming to recruit tens of thousands of new consumers when it embarks on its biggest ever sampling campaign in September. In a category exclusive deal, the energy drink brand has partnered with helloU, which distributes welcome packs to Freshers at over 120 universities across the UK.

Over 290,000 students will receive a gift box with a specially designed 250ml can of Boost inside, alongside products and vouchers from Kellogg’s, Boots, Playstation and Inbev, among others.

The bespoke can of Original Boost will feature a competition that continues the popular Bad Things Happen When You Are Tired campaign with a chance to win £500 cash and more product.

Boost sales director Al Gunn, said: “Students are a great market for energy drinks and we are very confident that they will love our taste and our price. Retailers in the catchment area for all universities should really see the benefit of our marketing activity this autumn.

“We have also secured distribution for Boost with the NUS so there are going to be many more young people wanting Boost from September onwards. This latest investment is a great illustration of our continued Champion of the Independents’ commitment whereby we do not sell through the multiples.”

The sampling campaign will be supported by other marketing activity, including social media initiatives that will look to capitalise on helloU’s 3.5 million Facebook likes.

0113 240 3666