Product launch – Ribena

Ribena is to launch a ready-to-drink Blueberry Ribena Really Light, supported by a £1.5m advertising campaign . Targeting young adults, the variety will be available in 500ml bottles from the end of the month.

Ribena is to launch a ready-to-drink Blueberry Ribena Really Light, supported by a &£1.5m advertising campaign . Targeting young adults, the variety will be available in 500ml bottles from the end of the month.

A sampling campaign will bring the new flavour to 500,000 consumers with point-of-sale materials lending in-store support.

The advertising campaign, created by M&C Saatchi and planned by MediaCom, will include a national roadside 48- and 96-sheet poster campaign with special 3D posters to achieve maximum impact.