Lucozade gets a thirst for contactless

Limited edition Lucozade Energy bottles are being distributed at Oxford Circus tube station over the next few days. These contain a contactless chip to provide commuters with a free trip on London's underground system. Part of Lucozade Energy’s Find your Flow campaign, the initiative enables recipients to swipe the base of the bottle as if it were a normal contactless card on the way in and out of their journey.

Ashleigh Roberts, Senior Brand Manager at Lucozade Energy, says: “The 2016 Find your Flow campaign was incredibly well-received and delivered exceptional results. Throughout 2016, we saw Lucozade Energy Orange grow by £11 million in value sales – an impressive outcome for a SKU already worth over £180 million. 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.”