Ribena is launching a new gig-themed on-pack competition this summer, to drive sales for retailers.
The ‘Pick Your Own Gig’ activation gives consumers the chance to win up to £200 in Ticketmaster vouchers and offers up to 10,001 people the chance to win a prize every day.
The on-pack creative will encourage consumers to visit the Ribena website and enter codes online for the chance to win tickets to music gigs via Ticketmaster. Other prizes include Amazon Music codes and coupons for a free bottle of Ribena.
The £1.5m campaign kicks off this month and is being supported by outdoor, in-store and digital media activity as well as a heavyweight sampling campaign.
Amie Farrell, senior brand manager at Lucozade Ribena Suntory, said: “We can’t wait to roll out the ‘Pick Your Own Gig’ packs as an exciting addition to this year’s consumer campaign. The focus on music will be hugely relevant for our core 16-24 year old audience and will drive an even higher level of trial over the summer to boost sales in store.
“July will see heavyweight support for retailers to activate the campaign in store, with a variety of POS available. The timing of the on-pack offer couldn’t be better, with Ribena typically benefitting from an uplift of over 22% in the summer months – higher than the category average of 13% (IRI, Symbols & Independents, GB, latest 52 week data ending 28.01.18 – Drink Now). Retailers can tap into this huge opportunity as the sun comes out by stocking up on Ribena during the on-pack activation.”
The ‘Pick Your Own Gig’ on-pack offer is live from now until August 31, across the brand’s Blackcurrant, Blackcurrant Light and Strawberry standard and pricemarked 500ml skus.