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‘You can’t get any more Ribenary’ roadshow core to £6m campaign

Tuesday July 28, 2015 at 7:10am
Ribena is to launch a ‘Ribenary’ experiential and sampling UK road tour giving consumers the opportunity to play on a Ribenary Crazy Golf course as part of a massive new £6m marketing campaign for the brand. The marketing push – using the slogan ‘You can’t get any more Ribenary’ – is intended to highlight the product’s unique, fruit taste in a fun way that will appeal to consumers aged 16-34. It includes a brand new TV advert, outdoor advertising and extensive in-store activation which will also carry the message, ‘Taste the Fruitiest, Fruity Flavours’ to emphasise the breadth of the portfolio in-store. The new 30 second TV advert will bring the moment of tasting Ribena to life in a visual expression of a Ribenary world. The creative will focus on the Ribena 500ml ready to drink range, with Blackcurrant and Light Blackcurrant variants featuring in the final end frame. The Ribena ready to drink range is the number one Drink Now Juice Drink brand, having driven over 50% of Drink Now Juice Drink category growth in the last two years2. The campaign will be further extended with outdoor posters and bus side ads featuring the Blackcurrant No Added Sugar and Mango & Lime flavour squash and weekly competitions taking place through social media. Hannah Norbury, Marketing Director for Ribena, says: “The taste of Ribena is very unique, bold and unmistakable, presenting a strong selling point for the brand. We wanted to make sure that our new advertising creative and brand positioning bring to life, not just the taste, but also the feeling of drinking Ribena. The campaign is positioned to specifically target adults aged 16-34, but will also appeal to a wider group. We believe it will drive relevance and penetration for the brand by highlighting that the fruity flavours of Ribena are an any day tasty treat to enjoy.” Norbury adds: “We have focused a lot of our attention on the in-store execution as it is vital that our customers have the opportunity to really benefit from this fully-integrated, multi-million pound campaign.”
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