GlaxoSmithKline is launching its first campaign for its new Ribena 100% Pure Juices brand (May 23). The new range aims to move the brand into the breakfast juice category.
The £3m “Jucier” campaign will form part of the £5m marketing investment into the brand. The ad, which has been created by M&C Saatchi, will push its “nothing but pure fruit juices” proposition.
The campaign will include TV and breakfast radio campaign and it aims to drive trial and awareness of the product. The brand hit shelves in the middle of this month and is being rolled out across the UK next month.
Ruth Irving Ribena senior brand manager says: “Our biggest ever product launch will bring in new consumers to the ‘Good for Me’ category and will open up a new drinking occasion for Ribena – breakfast. Ribena 100% Pure Juices has been created in response to consumer desire for healthier options.”