Ribena, the number one juice drink brand in the UK (IRI, MarketPlace GB, Value, Latest 52 weeks to 28.03.21), is unveiling a new £2.4m marketing campaign to support the Ribena Sparkling range this summer.
The campaign will include a new end-frame for the brand’s TV advert and the tagline “Bursting with Refreshment”. Activity will also include OOH, social media and POS and is set to reach 65% of adults.
Ribena Sparkling has added over £3.4m to the flavoured carbonates category since its September launch (IRI MarketPlace GB, Value Sales, Latest 52 weeks to 21.02.21).
“This new marketing investment really demonstrates just how much we’re backing our latest NPD,” said Helen Passard, head of Ribena at Suntory Beverage & Food GB&I. “It’s performing exceptionally well, and the customer and shopper feedback has been extremely positive, so we’re excited to boost our newest part of the Ribena range even more with this campaign. 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 initiative is part of a £6.6m media investment across the Ribena brand for 2021.