New Ribena campaign set to drive sparkling sales this summer

Ribena is unveiling a new £2.4m marketing campaign to support the new Ribena Sparkling range this summer.

Rolling out from May, the advertising campaign will include a new end-frame for the brand’s TV advert, out-of-home advertising, social media promotion and new in-store point of sale material. The tagline “Bursting with Refreshment” will help to showcase the range’s credentials to drive sales for retailers across the country this summer. This activity is set to reach 65 per cent of adults.

Ribena Sparkling was created to offer consumers something new in line with changing shopper trends and has added over £3.4m to the flavoured carbonates category since its September launch.

“This new marketing investment really demonstrates just how much we’re backing our latest NPD. It’s performing exceptionally well, and the customer and shopper feedback has been extremely postive, so we’re excited to boost our newest part of the Ribena range even more with this campaign,” says Helen Passard, Head of Ribena at Suntory Beverage & Food GB&I.

“To make the most of the range, we recommend Ribena Sparkling is put next to retailers’ flavoured carbonates range in the chiller – separately from Ribena’s core juice drinks.”

The Ribena Sparkling campaign is part of a significant £6.6m total media investment across the total Ribena brand for 2021.