Lucozade Energy has launched a high-profile summer marketing campaign with an innovative sampling activation.

Taking over London’s Oxford Circus tube station, thousands of commuters were offered a free journey with every specially-designed bottle of Lucozade Energy.

It had 5,000 adapted Lucozade Energy Orange and Original 380ml bottles with a contactless chip in the base, entitling the recipient to one free journey on the underground when tapped on the oyster card reader.

The central London takeover kicks off this year’s Find Your Flow campaign to raise awareness of Lucozade Energy with busy consumers who are on the go.

Ashleigh Roberts, senior brand manager of Lucozade Energy at Lucozade Ribena Suntory, said: “This fun activation is a unique way for the brand to help consumers find their flow and get the most out of every day. The 2016 Find your Flow campaign was incredibly well-received and delivered exceptional results.

“Throughout 2016, we saw Lucozade Energy Orange grow by £11m in value sales – an impressive outcome for a SKU already worth over £180m. This year, we’ve challenged ourselves to push the creative boundaries even further and we’re excited to launch our summer campaign in this novel and engaging way.

“As category leaders, we recognise how critical this time of year is for retailers and that’s why we’re supporting the energy brand segment with high-profile activity throughout this period – starting with this first-of-its-kind activity.”