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product news: Ribena campaign highlights taste

John Wood ·

Ribena is launching an integrated campaign across out of home, in-store, digital media and consumer sampling to put the brand at front of mind and drive trial.

With the strapline ‘more blackcurrantier than a blackcurrant’, the brand is giving away 2.6 million samples of Ribena Blackcurrant 500ml bottles to consumers across the UK from now until September. Consumers will also be given a 50p-off voucher to encourage purchase.

Amie Farrell, senior brand manager at Lucozade Ribena Suntory, commented: “This campaign is a real evolution of our distinctive ‘That’s so Ribenary’ communications and leverages Ribena’s greatest asset – the blackcurranty taste that Britain knows and loves.

“Our approach focuses on driving brand awareness and availability through a taste-focused ATL campaign and heavyweight sampling activity. Our 2017 sampling drove a 9.5% sales uplift, so we’re confident our new multi-channel campaign will recruit new customers into the category and further drive brand loyalty.

“Ribena is a high-performing brand year-round, but we know that activating our impactful creative campaign during the warmer months is critical so retailers can tap into the biggest profit-opportunity for Ribena.”

Keywords:

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Weekly retail fuel prices: 12 November 2018
RegionDieselLPGSuper ULUL
East137.08139.69129.73
East Midlands136.60139.38129.02
London137.0265.40139.68129.22
North East136.4569.90142.07128.06
North West136.60138.23128.71
Northern Ireland135.0969.90137.92128.64
Scotland137.07136.04128.45
South East137.4666.90139.94129.99
South West136.7567.90139.46129.38
Wales136.47135.40128.21
West Midlands136.02140.93128.76
Yorkshire & Humber135.86140.71128.57

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