Ribena crazy golf roadshow gets underway

Ribena's crazy golf-themed roadshow kicked off in Cardiff yesterday (29 July) as part of the drink brand's new Ribenery campaign.

Ribena crazy-golf roadshow gets underway
Ribena crazy-golf roadshow gets underway
The brand experience is being led by agency TRO and will visit 14 cities over the next seven weeks.

The game includes three holes showcasing the flavour range of blackcurrant, strawberry and mango and lime using scent technology to bring them to life for participants.

On the first hole, players must complete the disco cloud loop-the-loop and putt the ball through the blackcurrant forest and rabbit warrens and into the hole under the giant Ribena bottle.

To reach the second hole, the ball has to travel over the rainbow bridge and between the giant strawberries.

On the final hole, participants need to navigate the tiki statues and the mango maze to sink their putt and become a Ribenary Golf Champion where they can tweet a photo for the chance to win a prize.

The experience forms part of a £6m wider campaign that has been designed to target adults aged 16-34. It will include TV advertising, out-of-home advertising and social media competitions. It moves on to Bristol this weekend.

The Ribena roadshow isn't TRO's only fruity-themed activation this summer. Over the next four weeks it will be travelling the UK highlighting the benefits of Pink Lady apples, encouraging consumers to engage with its bespoke Twitter Tree using the hashtag #Snackisfaction.

When activated the tree will dispense samples into a special drawer with random winners receiving prizes.

More: Volvo reveals summer festival activations

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