News: Ribena gives away ‘a grand a day’

GlaxoSmithKline’s Ribena has launched a promotion offering the prize of “a grand a day” as part of efforts to position the brand as central to a British summer.

Marketing communications agency Billington Cartmell has created an integrated campaign that directly appeals to taste, unlike previous campaigns that have focused on the provenance and quality of the blackcurrants.

Under the line “The Grand Taste of Summer”, it involves radio and poster advertising and in-store support. It also involves experiential activity devised by agency Exentio.

The on-pack offer, running across all SKUs and formats of squash and ready-to-drink products, gives consumers the chance to win “a grand a day”. People enter the prize draw by text, with a total of £94,000 set to be given away between July 1 and October 1.

The campaign begins with poster advertising and moves on with in-store work at the chiller or fixture that champions Ribena’s “great summer taste”.

Rachel Quinlan, brand manager for Ribena, said: “With this campaign, we are literally surrounding our target audience with taste messages. With summer here we know that young adults are out and about buying soft drinks which is why we are using media on high-street locations and outside our key retailers right at the point of thirst.

“We know that this nation loves Ribena, especially on a hot summer day, and we want to remind them just how wonderful the taste really is.”

Amy Bokenham from Billington Cartmell added: “The Grand Taste promotional communications fit perfectly with the brand message to build desire for Ribena’s ‘epic taste’. Giving away £1,000 a day creates further reason to enjoy the Great British Summer with Ribena.”

Billington Cartmell developed the core brand proposition and created the launch six-sheet posters and in-store materials. The agency co-ordinated the campaign, working with Exentio as well as M&C Saatchi on radio and MediaCom for media planning.