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product news: Ribena campaign highlights taste

John Wood ·

Ribena 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.

With the strapline ‘more blackcurrantier than a blackcurrant’, the brand is giving away 2.6 million samples of Ribena Blackcurrant 500ml bottles to consumers across the UK from now until September. Consumers will also be given a 50p-off voucher to encourage purchase.

Amie Farrell, senior brand manager at Lucozade Ribena Suntory, commented: “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% sales uplift, so we’re confident our new multi-channel campaign will recruit new customers into the category and further drive brand loyalty.

“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.”

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