Fruity boast to catch attention

Ribena campaign

RIBENA is the subject of a new marketing campaign promoting the brand through the new tagline ‘more blackcurrantier than a blackcurrant’.

Running across out of home advertising and digital media, the campaign focuses on emphasising Ribena’s fruit content.

As part of the new campaign, Ribena parent firm Lucozade Ribena Suntory is giving away 2.6m samples of Ribena Blackcurrant 500ml bottles from now until September. Consumers will also be given a 50p off voucher redeemable at participating retailers.

Ribena senior brand manager, Amie Farrell, said: “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.”