Ribena is unveiling a new on-pack competition to drive sales this summer. The ‘Pick Your Own Gig’ activation, gives consumers the chance to win up to £200 of Ticketmaster vouchers and can enable up to 10,001 people to win a prize every day. It is supported by outdoor, in-store and digital media as well as a heavyweight sampling campaign.

The on-pack creative is designed to encourage consumers to visit the Ribena website (www.ribena.co.uk/win) and enter codes for the chance to win tickets to music gigs via Ticketmaster. Other prizes set to drive trial are Amazon Music codes and coupons for a free bottle of Ribena.

The £1.5m campaign kicks off in June and aims to grab shoppers’ attention and encourage additional purchase during the key summer selling period. The activity is also supported by a marketing campaign across both OOH and digital platforms as well as extensive nationwide sampling, getting the brand’s iconic fruity refreshment straight into the hands of consumers.

Amie Farrell, senior brand manager at Lucozade Ribena Suntory says: “We can’t wait to roll out the ‘Pick Your Own Gig’ packs as an exciting addition to this year’s consumer campaign. The focus on music will be hugely relevant for our core 16-24 year old audience and will drive an even higher level of trial over the summer to boost sales in store.

“July will see heavyweight support for retailers to activate the campaign in store, with a variety of POS available. The timing of the on-pack offer couldn’t be better, with Ribena typically benefitting from an uplift of over 22% in the summer months – higher than the category average of 13% . Retailers can tap into this huge opportunity as the sun comes out by stocking up on Ribena during the on-pack activation.”

The ‘Pick Your Own Gig’ on-pack offer is live from now until August 31, with Ticketmaster vouchers, Amazon codes and Ribena coupons available to win on Blackcurrant, Blackcurrant Light and Strawberry standard and pricemarked 500ml SKUs.