Ribena, is aiming to drive awareness of its tropical range with a consumer competition, ‘Win a #Tropicoliday’, which starts this month.

The Ribena tropical range compromising three variants – Mango & Lime, Pineapple & Passion Fruit and recently launched Orange & Guava – will be showcased within the £1.5m marketing campaign including print, digital and out-of-home advertising, as well as in-store and social media activity.

The #Tropicoliday campaign will offer consumers the chance to win one of five tropical holidays, as well as hundreds of other themed prizes. ‘Turn up the Tropical’ marketing activity will launch in a secret convenience store location in London, where shoppers will be challenged to find one of three special bottles on shelf. Once the three are found, the contestants will battle it out via a series of tropical themed trials and whoever gains the most points will be crowned the winner of the first Tropicoliday.

Following this, a treasure hunt will commence with fans being encouraged to nominate their home city via the Ribena social channels, for one of three winning Tropicoliday bottles being hidden in a store local to them. The activity will be promoted on the brand’s social media platforms – with one Tropicoliday up for grabs on social media – and hundreds of lower level, tropical themed spot prizes on offer.

Hannah Norbury, marketing director for Ribena, commented: “Our Ribena tropical range has been a huge success and is currently in +48% growth, proving that the popularity of tropical flavours is continuing. With all of our ready-to-drink (RTD) 500ml variants in growth and the average spend per buyer increasing year-on-year, we are confident that our portfolio of bold, popular flavours provides a powerful sales opportunity for retailers. We also anticipate that this creative and unique new campaign will help to reinforce the message that Ribena RTD is the perfect option for on-the-go drink occasions, while highlighting its availability in the convenience and impulse channels.”

Retailers will be able to create in-store theatre with a bespoke suite of tailored POS designed to highlight the campaign and drive awareness of the Ribena tropical range. POS options include FSDUs, dump bins, shelf strips and counter top units for retailers, while wholesalers can utilise pallet wraps to drive in-depot interest.

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