Ribena encourages consumers to “Pick your own” flavour

Ribena is launching its latest promotional push, themed “Pick your own flavour”, aiming to raise awareness of the different variants the soft drink is available in.

The promotion will be backed by an integrated marketing campaign, created by Billington Cartmell, with support from MediaCom, TRO, Swamp and MIG.

Ribena’s owners GlaxoSmithKline’s Ribena says it wants to raise awareness that Ribena is about more than just blackcurrants, by promoting the alternative flavours available and highlighting the natural fruit ingredients.

It hopes that the campaign will remind people of the British countryside summer time tradition of visiting pick your own fruit farms.   

The three-month campaign runs from 1 July until 1 October and involves a 360-degree support package including 6 sheets, press ads, experiential, in-store activation as well as an on-pack offer.

The on-pack-offer will give consumers the chance to win “a £1,000 juicy bonus every day”, and a money-off-next-purchase coupon in order to encourage repeat purchase and trial of other flavours in the Ribena range. 

Ribena says it is targeting both mums and young adults. Brand manager Andy Mahoney, says:  “We know that this nation loves Ribena, but at times its Blackcurrant heritage dominates consumer perceptions of our brand.  The Pick Your Own campaign addresses this by highlighting Ribena’s range of delicious flavours while also encompassing an engaging on-pack-offer to hook the consumer at the point of purchase and give them another reason to buy Ribena.” 

James Walkinshaw, senior account manager at BCL, adds: “The campaign delivers a strong equity-based range message, and then backs it up with the sales incentive with the on-pack offer. In an increasingly competitive soft drinks market this dual-based communication works well to provide a very compelling reason to purchase.  The campaign creative cleverly furthers the flavour and natural fruit product cues by wrapping the two messages in the brand intrinsic Great British countryside scene of a Pick your Own Fruit farm.”

In April, Ribena reintroduced its Ribena Berry characters that were made famous in its advertising during the 1980s, as part of its latest TV ad push.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here