Ribena launches UK wide experiential marketing tour
A nationwide experiential marketing tour for Ribena will target more than a million consumers this summer in a drive to heighten brand awareness and drive sales.
The campaign for the UK’s number one selling juice brink brand from GlaxoSmithKline centres around a mobile ‘Berry Wagon’, branded bicycles and a themed picnic area which will tour motorway service stations and supermarkets on major routes to and from its wide selection of family friendly festivals.
Michael Walford, Ribena Senior Brand Manager, GlaxoSmithKline Nutritional Healthcare said "This summer's Ribena experiential tour has been designed to appeal to all of the Ribena core audiences, from young adults to mums and families.”
"Our 2011 tour is our most strategic to date, with every venue carefully positioned near multiple points of sale. It will also be our first tour to include the full Ribena product range, incorporating all our 'drink now' and 'take home' variants. Retailers should stock up across the board ahead of what's set to be a busy season."
"The mobile nature of our Berry Wagon and tour bicycles together with our engaging picnic areas will allow this year's tour to directly engage with more than 160,000 consumers, with thousands more able to experience a free sample," continues Walford.
"In particular, our bicycles will reinforce the Summer Festival Tickets on pack promotion with strong branding and imagery, reminding consumers of the exciting prizes to be won."
The Ribena Summer Festival Tickets promotion offers families and adults the chance to win free tickets to a variety of popular music festivals across the country.
The promotion is already proving popular among the increasing numbers of festival goers in the UK, and is part of an £11m brand investment with a £2.1m dedicated spend.