Ribena is embarking on the next phase of its national marketing drive with the launch of an interactive digital campaign aimed at its target audience.
Following the Ribena’s pop up Colouring Café in Covent Garden last month, in which people came together to colour-in a giant Ribena illustration, an interactive digital campaign has launched, hosting a wealth of content on the Ribena website, building on the ‘Colouring Café’ theme.
A first for the Ribena brand, the digital-led campaign will run for four weeks and will include a creative film bringing to life the Colouring Café event which will be amplified across Facebook, Instagram, You Tube, VoD & Digital Video.
Also included is an online colouring app that allows users to colour in a piece of the Colouring Café illustration from their device and share on social media. Additional content from The Colouring Café event will also be hosted on the website, such as background to Ribena artist Alex Lucas and images from the day.
Ribena senior brand manager Emmeline Purcell said: “2016 has been really exciting so far for Ribena Light. Our £6m marketing investment has been designed to appeal to young adults who want to make healthier choices without compromising on taste, and we’ve seen tangible results both in increased product sales and brand performance. For this phase of the campaign, we’ve focused on creating more meaningful interactions with our 16-34 audience, to make Ribena more relevant to them. Adult colouring in has become really popular over the last year and something that resonates well with our audience.”