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Ribena launches ‘Tropicoliday’ treasure hunt promotion

Friday February 13, 2015 at 10:58am
Ribena has launched a new national consumer competition, ‘Win a #Tropicoliday’, aimed at raising awareness of the Ribena tropical range. The #Tropicoliday campaign offers consumers the chance to win one of five tropical holidays, alongside hundreds of other themed prizes. The ‘Turn up the Tropical’ marketing activity launched today (Friday, February 13 2015), with the revelation of a secret convenience store location in London where shoppers are being challenged to find one of three special bottles on shelf. Once these are found, three 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. Ribena has been releasing a series of clues to the London location on social media, with the actual store announced this week. The first 50 people who turn up will be allowed to participate to find the lucky bottles. The three of them who find one will take part in the themed challenges to win the holiday. Following this, fans will be encouraged to nominate their home city via the Ribena social channels to be the location of another Tropicoliday treasure hunt. Cities selected by Ribena will again feature a ‘find the bottles’ search in a secret convenience store, complete with social media clues to generate excitement followed by the competition to win the actual holiday in the store. The holidays on offer are for two people for one week to an all-inclusive resort in the Caribbean, up to a value of £6,000. The activity will be promoted on the brand’s social media platforms, with one of the five Tropicolidays up to be won on social media, while there will be hundreds of lower-level tropical-themed spot prizes on offer. The Ribena tropical range includes three variants (Mango & Lime, Pineapple & Passion Fruit and the recently launched Orange & Guava) and these will be showcased in a £1.5m marketing campaign covering print, digital and out-of-home advertising, as well as in-store and social media activity. Hannah Norbury, marketing director for Ribena, says: “Our Ribena tropical range has been a huge success and is currently in +48% growth, proving that the popularity of tropical flavours is continuing. 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, whilst highlighting its availability in the convenience and impulse channels.”
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