Ribena launches taste focused 2018 campaign
Ribena, the UK’s favourite juice drink[i], 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.
The key visual and strapline ‘more blackcurrantier than a blackcurrant’ champion the delicious, super fruit in every bottle of blackcurrant Ribena, backed by artwork that includes countryside cues from rainbows and blue skies to sunrays and grass that nod towards the best of the British summer.
To drive trial, the brand is giving away 2.6M samples of Ribena Blackcurrant 500ml bottles to consumers across the UK from now until September. Alongside the distinctively blackcurranty taste, consumers will also be given a 50p off voucher redeemable at all participating retailers to encourage purchase.
Amie Farrell, Senior Brand Manager at Lucozade Ribena Suntory comments, “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%[ii] sales uplift, so we’re confident our new multi-channel campaign will recruit new customers into the category and further drive brand loyalty.”
Juice drinks is an important category all year round, but more so in the summer when consumers are looking for great-tasting, fruity refreshment. Ribena sees an uplift of over 22%[iii] in the summer months – higher than the category average of 13%[iv]. Its instant on-shelf recognition, backed by over 80 years of heritage, makes this best-seller a popular and profitable brand for retailers.
Farrell concludes, “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.”
[i] EXT IRI, Symbols & Independents, GB, latest 52 week data ending 24.12.17
[ii] IMI Sampling Results October 2017
[iii] EXT IRI, Symbols & Independents, GB, latest 52 week data ending 28.01.18 – Drink Now
[iv] EXT IRI, Symbols & Independents, GB, latest 52 week data ending 28.01.18 – Drink Now