Ribena is launching a £4m campaign ‘Doodle Your World – Make It More #Ribenary’, kicking off with a TV advert that champions a new augmented reality app.
The ‘Doodle Your World’ app allows consumers to create their own video content with animated doodles, to then share with friends across social platforms. Consumers download the free app, simply pick their doodle from a selection of characters, take their video or photo and share. A user can ‘level-up’ their “Doodley skillz” by unlocking different doodles on the app.
The launch of the ‘Doodle Your World’ app – available from Apple and Android app stores - is part of the brand’s wider £4m media campaign across June to August. The campaign includes a national outdoor component in July together with increased focus on in-store activation and Ribena’s largest UK sampling activity to date.
The colourful campaign will highlight Ribena’s great taste and bring doodling to life. The advertising creative encourages fans to download the app and doodle their surroundings and is part of Ribena’s plan to ensure the nation’s number one juice drink brand (EXT IRI MarketPlace, GB, Juice Drink Segment, all Juice Drink Brands, value sales, 52 w/e 19.02.17) stays at the forefront of consumer minds during summer months. The new app aligns with the launch of the interactive Ribena product packaging and allows a user to unlock more content if they scan one of the new-look bottles.
Emmeline Purcell, senior brand manager for Ribena at Lucozade Ribena Suntory, said: “Following the vibrant redesign of our new bottles, now is the perfect time to encourage consumers to get creative with us. We want to build on the fun and playful qualities of the brand and place our delicious-looking packs at the very heart of the campaign. With the added channel support, consumers up and down the country will be exposed to the tasty Ribena world and encouraged to join in the doodly fun.
“The outdoor activity will hero three key no-added-sugar flavours – Strawberry, Pineapple & Passion Fruit and Blackcurrant. Ribena Blackcurrant Light remains the hero of the activity and will feature on TV alongside the addition of Ribena Blackcurrant No Added Sugar squash. We know this flavour is the number one best-selling low calorie juice drink in the independents and symbols market (EXT IRI MarketPlace GB, Branded Drink Now Soft Drinks, 13 w/e 22nd Jan 2017) and we want to continue to support retailers to make the most of the potential sales opportunity.”
‘Doodle Your World’ will be promoted on all 500ml, squash and cartons packs across all channels.