Energy drink Hell is being launched into the UK market with a sampling campaign across five cities.

Organised by experiential agency Blackjack, which has been retained as Hell’s brand activation agency, the activity involves six teams of three people in Hell-branded Land Rovers, giving out free cans. Two teams will operate across London, with further activity in Birmingham, Manchester, Cardiff and Glasgow. The campaign continues through December.

Commuters will be targeted in the early mornings and mid afternoons, and invited to try Hell as an alternative to coffee to kick-start or replenish their energy levels.

Hell Energy Drink is also undertaking experiential and guerrilla activity throughout 2010 by targeting active sports events and key music festivals and events. The experiential and guerrilla nature of the activity is intended to reflect Hell’s edgy challenger brand positioning.

The sampling is the first UK activity for the brand, which has already launched in 16 markets across Europe, Asia Pacific and Australia, and which aims to achieve number two category status. It is also the official drinks partner of the William’s Formula One team.