Ribena pushes variants in 'Pick your own' ads

Ribena is preparing a summer marketing campaign that will expand the brand's focus beyond its core blackcurrant flavour to the rest of its range.

Ribena is set to launch a new campaign
Ribena is set to launch a new campaign

The activity will use the strapline 'Pick your own flavour', in an effort to raise the profile of the GlaxoSmithKline-owned fruit-drink brand's apple, raspberry and strawberry variants, as well as its no-added-sugar products.

The campaign, created by Billington Cartmell, features imagery of the UK countryside and encompasses experiential activity and outdoor and press.

An on-pack offer will promote a daily £1000 giveaway throughout the three-month push; packs will also include a voucher for money off the next purchase, to encourage consumers to try other flavours.

Ribena brand manager Andy Mahoney said the idea for the activity was a response to the issue that 'at times blackcurrant dominates consumer perception of the brand'.

MediaCom, TRO, Swamp and MIG also worked on the campaign, which will break on 1 July.

Ribena's seasonal marketing drive will also include a heavyweight social-media element.

The brand is, for the first time, inviting members of the public to visit the farms where the fruits it uses are grown. The aim is to encourage them to become brand ambassadors.

Families are being recruited through Ribena's Facebook page and a partnership with influential online parenting forum Mumsnet, as part of a wider drive to create a collection of 'Ribena Mums'.

The 'Tales from Ribena Farm' campaign will involve the families picking fruit and learning about local wildlife.

They will then feature in Ribena's marketing in the form of videos and written stories, to be published through partnerships with websites.

Ribena plans to position itself as 'honest and open' in talking about the ingredients in its products. It also intends to use the work to promote its partnership with voluntary conservation network The Wildlife Trusts.

Ribena's marketing efforts peak in the summer. In February, however, it launched a major drive to introduce its Juiced Up product to schools.

The healthier, 85% fruit-juice drink is part of an expansion plan to bring new products to market and increase sales beyond the £51.9m achieved in 2009.

TOP SQUASHES AND CORDIALS BY VALUE, 2009

Rank Brand Owner Sales Change
(pounds m) yr/yr(%)

1 Robinsons Britvic 204.9 6.3
2 Ribena GlaxoSmithKline 51.9 5.3
3 Vimto Nichols 20.5 15.1
4 Bottle Green Bottle Green Drinks 8.8 22.8
5 Jucee Princes 7.5 19.2

Source: Nielsen