Ribena has unveiled a new advertising campaign based on the message that the drink is “more blackcurrantier than a blackcurrant”.
The campaign includes out-of-home, in-store, digital and consumer sampling activity.
To drive trial, 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 redeemable at all participating retailers to encourage purchase.
Amie Farrell, Senior Brand Manager at Lucozade Ribena Suntory, said: “Our approach focuses on driving brand awareness and availability through a taste-focused above-the-line 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.”