Ribena, the number one juice drink brand in the UK[i], is unveiling a new £2.4M marketing campaign to support the new Ribena Sparkling range this summer.
Rolling out from May, the advertising campaign will include a new end-frame for the brand’s TV advert, out of home advertising, social media promotion and new in-store point of sale material. The tagline “Bursting with Refreshment” will help to showcase the range’s great-tasting and refreshing credentials to drive sales for retailers across the country this summer. Ribena Sparkling has the delicious taste consumers expect from Ribena with the addition of refreshing bubbles, perfect for the summer.This impactful activity is set to reach 65% of adults – making Ribena Sparkling visible during the warmer months.
Ribena Sparkling was created to offer consumers something new in line with changing shopper trends and has added over £3.4M[ii] to the flavoured carbonates category since its September launch.
“This new marketing investment really demonstrates just how much we’re backing our latest NPD. It’s performing exceptionally well, and the customer and shopper feedback has been extremely postive, so we’re excited to boost our newest part of the Ribena range even more with this campaign,” says Helen Passard, Head of Ribena at Suntory Beverage & Food GB&I.
“To make the most of the range, we recommend Ribena Sparkling is put next to retailers’ flavoured carbonates range in the chiller – separately from Ribena’s core juice drinks.”
The Ribena Sparkling campaign is part of a significant £6.6M total media investment across the total Ribena brand for 2021.
[i] EXT IRI, MarketPlace GB, Value, Latest 52 weeks to 28.03.21
[ii] EXT IRI MarketPlace GB, Value Sales, Latest 52 weeks to 21.02.21