Ribena is bringing back its hugely popular on-pack partnership with global gaming brand Hasbro for a third year to help retailers boost summer soft drink sales.

The return of the promotion is part of Ribena’s “Summer of Fun” to help the brand celebrate its 85th birthday and will look to build on the fantastic success of the partnership in 2022. Last year saw an extraordinary 720,000 Ribena shoppers vying to get their hands on a range of 10,000 special-edition games.

This year shoppers will be in with the chance to win customised Ribena Hasbro games, alongside a collection of other games from the Hasbro portfolio. New for 2023, prizes will include Ribena Monopoly Travel Edition packs and Cluedo mini boards, along with other family favourites: Cluedo, Risk and Five Alive.

For the first time, in 2023 the Hasbro promotion will run on bottles across Ribena’s ready-to-drink range, as well as its Squash and Sparkling ranges, helping retailers drive sales across different pack formats and attract a wider audience.

The promotion is on special packs from 1st July and runs until the end of August. To enter, shoppers simply need to buy and scan a participating promotional pack for their chance to win*.

The entire Ribena brand is worth almost £120M[i], and within this, its ready-to-drink range is currently growing at 5.3%[ii] YOY. The Ribena ready-to-drink range includes seven 500ml SKUs available to the wholesale trade including best-selling Blackcurrant, Blackcurrant Light (growing 21% YOY[iii]), Pineapple & Passion Fruit, Strawberry, and Mango & Lime.

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.

“This year, we’re excited to provide even more opportunities for families and friends to get together and make memories with these iconic Hasbro games.

“Retailers should ensure to stock the Ribena range to make the most of this unmissable promotion.”

Ribena’s Summer of Fun is a summer-long campaign that includes a range of consumer PR, brand partnerships and events as part of a huge £5M marketing investment from the brand.

This summer has also seen the return of Ribena’s famous bouncing berries ad, which is back on screens now for the first time in almost 10 years. You can see the ad here.

*Proof of purchase required

[i] Nielsen Total Coverage inc discounters, MAT w/e 29.04.23

[ii] Nielsen Total Coverage inc discounters, MAT w/e 29.04.23

[iii] Nielsen Total Coverage inc discounters, MAT w/e 29.04.23

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