Health drink brand Actimel is paying £225,000 to sponsor five major Tube stations for a week.
The deal will see peak hour passengers using Tottenham Court Road, Farringdon, Canary Wharf, Westminster and Green Park stations offered samples of Actimel’s products as well as vouchers.
It also includes branding areas of the stations with Actimel art work, posters and floor vinyls, as well as mentioning the brand in station announcements.
Transport for London says the money raised will be reinvested in the transport network and is part of its plans to generate £3.4bn in non-fare revenue over ten years.
Graeme Craig, Director of Commercial Development at TfL, said: “Our transport network offers a unique opportunity for brands to engage with one of the largest and most diverse audiences in the world.
“By partnering with leading brands like Actimel, we deliver not only substantial revenues to reinvest in transport, but also a more engaging environment for our millions of customers.”
Cynthia Finke, Marketing Manager for Actimel, added: “We are really proud to be working with TfL on our new Stay Strong campaign.
“This is a big part of our global relaunch and we hope it will really resonate with Londoners and bring a smile to their face during their morning commute.”
Last year a similar tie-up saw Canada Water station rebranded Buxton Water for a day to tie into the brand’s partnership with the London Marathon.
