The campaign launched in Brighton this month
and will tour major cities and towns in a converted Volkswagen
camper van until the end of August.
As well as offering RTD and premium packaged lager drinkers 25cl Edge samples, the brand is giving away stress balls and gamecards in which consumers can win money-off vouchers. The campaign is being backed by a regional media campaign including radio broadcasts and promotions, outdoor and online advertising.
Brand manager Robin Chaplin said: "Get Refreshment with an Edge is far more sophisticated in both its planning and implementation than a traditional sampling campaign.
It is a highly personalised and interactive programme, tailored to our target audience.
Now is the time when people are looking for a refreshing beer such as Edge - both at home and in the†on-trade."