Objectives

• To drive trial, awareness and consequently sales of Ribena.
• To position the brand with teenagers and young adults as the 'drink for me'.

Strategy

• The promotion needed to communicate with this core market (18-34 year olds) and provide an irreverent concept that will appeal to 'the child in them'.
• A fully integrated through the line campaign was required with a strong incentive to purchase.
• The brand equity, Ribenaberry, was to feature strongly in the promotion.

Summary

Unique RIBENABERRY key rings, with eyes that popped out when squeezed, were housed in the neck collars of the three million promotional bottles of Ribena under the tagline 'Grow-Up One Day'.

Bottle collars also carried details of an instant win mechanic with the cheeky headline 'Win Cars that make your Dad look cool'.

There were 25 prizes of second hand cars.

Non-winners had a further opportunity to enter by answering a simple question on-line.

The promotion was supported with TV and 48 sheet posters above the line as well as wobblers, bunting and shelf barkers at point of sale.

Elements

• Design
• ATL advertising
• Premiums
• Website entries
• Agreement with Capri Club International (to give assistance with car purchase)
• Point of Sale
• Winners list.

Techniques

• Free
• Prize Promotion

Mechanics

1.FREE ITEM - ON PACK

• The free RIBENABERRY key rings were mounted inside the bottle collars of the promotional packs.
• Strong POS around the store drew attention to the offer.

2.PRIZE PROMOTION - INSTANT WIN

• Instructions on the bottle collar told purchasers to look at the reverse of the bottle label to find out if they were a winner.
• Losers were given the opportunity to try again by answering a simple question on the website.
• Winners telephoned to register their winning label and then completed the entry form on the reverse of the label and sent it to the offer address. 
• Winners received £2,000 cash to purchase a second hand car that would have made their Dad look cool.
• An additional £500 was given to cover insurance.
• The £2000 was based on a car with 6 months road tax and 10 months MOT.
• No purchase was necessary and plain paper entries were submitted to the offer address - only one per envelope.
• Entries were restricted to those aged 17 or over.
• The promoter accepted no responsibility for the cars selected, the cost of a safety inspection being included in the prize.
• Entrants were responsible for ensuring they had a full driving licence.

Materials 

• RIBENABERRY key rings. Image
• Bottle collars.
• 48 sheet posters.
• In-store posters.
• Free standing units.
• Bunting.
• Shelf barkers and wobblers.
• Trade presenters.

Results

• Ribena 500ml achieved its highest monthly value sales ever, up 46.6% against same period previous year.
• Single serve's highest monthly sales for two years - up 8% versus August 2000.
• Ribena carton (although un-promoted) achieved its highest sales for 22 months.
• Ribena became No.1 selling soft drink (including carbonates) in a number of accounts - high streets, forecourts and independents.
• Sales value in Airport Services moved Ribena 500ml from No. 27 brand to No. 2 brand in the soft drinks sector.
• The RIBENABERRY key ring became a 'must have' with consumers writing and calling to find out how to get hold of one.

Comment

The key ring and the car complemented each other perfectly. The novel premium and impactful POS were instrumental in hitting the right note with this extremely difficult target market.

Awards

• ISP Silver Award winner 2002 - Promotional Communication Point of Purchase
• ISP Bronze Award winner 2002 - Creative & Technical Excellence Premiums