Ribena has brought back its on-pack partnership with global gaming brand Hasbro for a third year.
The return of the promotion is part of Ribena’s ‘Summer of Fun’ campaign that includes a range of consumer PR, brand partnerships and events as part of a £5m marketing investment to celebrate the brand’s 85th birthday.
Last year’s promotion saw 720,000 Ribena shoppers attempt to get their hands on a range of 10,000 special-edition games.
This year shoppers can win customised Ribena Hasbro games, alongside a collection of other Hasbro titles. New for 2023, prizes include Ribena Monopoly Travel Edition packs and Cluedo mini boards, along with Cluedo, Risk and Five Alive.
For the first time, the Hasbro promotion features on bottles across Ribena’s ready-to-drink range, as well as its Squash and Sparkling ranges. It runs until the end of August. To enter, shoppers simply need to buy and scan a participating promotional pack.
Sarah Fleetwood, Head of Ribena for Suntory Beverage & Food GB&I (SBF GB&I) said: “Last year’s Hasbro promotion clearly resonated with shoppers, as shown by the record number of entries. This goes to show the benefit of combining a brand of Ribena’s size and heritage with Hasbro.
“Retailers should ensure to stock the Ribena range to make the most of this unmissable promotion.”
This summer has also seen the return of Ribena’s bouncing berries ad, which is back on screens for the first time in almost 10 years.
For more information on ranging and category advice, retailers can visit SBF GB&I’s dedicated soft drink site SimplySoftDrinks.com.
