New Ribena campaign to drive summer sales as it showcases Blackcurrant Artistry Since 1938
Following the recent launch of infused blackcurrant water range Ribena Frusion, the UK’s number one juice drink[i] is unveiling a new £6.2M marketing campaign to tap into the enjoyable wellness credentials of the brand and its heritage as the master crafter of blackcurrants.
Launching with a brand-new TV advert hitting screens on the 15th of April, the Blackcurrant Artistry campaign will playfully tell the story of the craft behind Ribena. It will showcase the quality, natural origins and authenticity of the Ribena brand and increase relevance with shoppers of all ages across TV, video-on-demand, YouTube, out of home, social media, sampling and digital advertising.
By highlighting the natural credentials of the brand across its ready-to-drink, cartons, squash and new Ribena Frusion range, the Blackcurrant Artistry campaign will build on the success of the brand’s previous Ribenary campaign.
Charlotte Flook, Head of Ribena at Lucozade Ribena Suntory says, “We’ve conducted extensive consumer testing on our new campaign, with really strong results. In fact, in System1 testing, this year’s Ribena TVCs are in the top 13%[ii] of all UK adverts for share growth potential – so the campaign is certainly set to drive the brand’s sales for our retail partners throughout the summer and beyond.”
Finally, 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. Previous sampling for the Ribena brand has driven £1.81[iii] in sales for every £1 spent on the campaign, showing just how significant the added sales opportunity is for retailers. The new range of infused blackcurrant waters taps into the consumer need for tasty hydration while bringing incrementality to the category.
“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,” concludes Flook.
[i] EXT IRI, MarketPlace, GB, latest 52 week data ending 27.01.19 – Drink Now
[ii] System 1 Group PLC research 27th March 2019
[iii] IRI Sampling Analysis, 2018