Boost Drinks is looking to recruit tens of thousands of new consumers when it embarks on its biggest ever sampling campaign in September.

The energy drinks brand has recently 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, Inbev and many more.

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

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.

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!”