In pictures: TRO creates mixing experience for Ribena

Drinks brand Ribena has partnered with experiential agency TRO to create a multi-sensory, nine-week sampling campaign throughout the summer.

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The activation has been designed to showcase Ribena’s Tropical range, which includes new flavour orange and guava.

Targeting the Generation Y audience, the activity consists of both a mix bar and a mix machine, with the latter designed to bring the brand to smaller event spaces. Scent technology and music have been integrated into the tasting experience to achieve a multi-sensory experience.

The activation also includes an interactive game that gives consumers the chance to win instant prizes, as well as opportunities to enter a competition online.

The roadshow, which will see 33 days of sampling activity in total, begun on 25 June and will run until 24 August. Targeted locations include Bristol Temple Meads train station, Tesco Extra in Reading and Westfield White City, London, as well as a number of festivals such as Glastonbury and Leeds.

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