Lucozade bottles use contactless tech to give free tube journeys

The sampling activation will center around Oxford Circus tube station. Pic:iStock/tupungato

Lucozade has created bottles that offer commuters a free journey on the London Underground, thanks to a chip in the base that works like a contactless payment card at barriers. 

As part of its summer marketing campaign at Oxford Circus station this week, 5,000 bottles of Lucozade Energy Orange and Original 380ml bottles are giving recipients a free journey on the London Underground when the base is tapped on the oyster card readers at the station.

Lucozade – one of the top selling energy drinks in the UK – says the ‘Find Your Flow’ campaign is aimed at further raising awareness of the brand among busy, on-the-go consumers.  

The sampling campaign at Oxford Circus is running from May 30 to June 2.

Summer activations

The summer period is critical for the soft drink industry, with brands benefiting from around a 17% retail sales value uplift between June and August, according to IRI.

Lucozade’s Find Your Flow campaign was run in 2016, and the brand says its Lucozade Energy Orange grew by £11m in value sales that year – ‘an impressive outcome for a SKU already worth over £180m’.

Ashleigh Roberts, senior brand manager, Lucozade Energy, said: We recognize 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.

“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.”

Lucozade Ribena Suntory is part of Suntory Beverage & Food Europe, and its brands include Lucozade Energy, Lucozade Sport, Ribena, Orangina and V Energy. 

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