Ribena has launched a new promotional campaign to raise awareness of its numerous flavour variants, a business journal has said.
According to Marketing Week, the brand’s owner – GlaxoSmithKline – has said that it wants to spread the message that Ribena is about more than just blackcurrants by promoting its other flavours and highlighting their natural ingredients.
In a three-month on-pack offer, consumers will be given the chance to win a £1,000 “juicy bonus” every day, with money-off-next-purchase coupons also available to encourage them to try alternative varieties.
Andy Mahoney, brand manager for Ribena, said: “We know that this nation loves Ribena, but at times its blackcurrant heritage dominates consumer perceptions of our brand.”
The Pick Your Own campaign addresses the problem by highlighting the full range of drinks available to the consumer, while also “giving them a reason” to buy again and again, he added.
Last week, one of the firm’s major rivals, Vimto, upped its marketing efforts for the Vimto Cherry brand with the launch of a UK-wide campaign to offer young people the chance to win a cherry-themed prom for their school.