Lucozade Ribena Suntory is launching a £6.2m marketing campaign featuring its infused blackcurrant water range Ribena Frusion.
Launching with a TV advert, the Blackcurrant Artistry campaign will highlight the natural credentials of the brand across its ready-to-drink, cartons, squash and new Ribena Frusion range.
Charlotte Flook, head of Ribena at Lucozade Ribena Suntory, said: “We’ve conducted extensive consumer testing on our new campaign, with really strong results. The campaign is set to drive the brand’s sales for our retail partners throughout the summer and beyond.”
To get Ribena Frusion into the hands of new consumers, a sampling and experiential campaign will see 600,000 bottles of Ribena Frusion given away.
“By promoting Frusion as part of the wider brand message and emphasising our Blackcurrant Artistry since 1938, we are communicating our heritage, our focus on innovating to meet the consumer needs of today, and bringing new consumers into the Ribena brand,” said Flook.