Ribena brings back on-pack partnership with Hasbro for third year

Ribena has announced the return of its hugely popular on-pack partnership with global gaming brand Hasbro for a third year to help retailers boost summer soft drink sales.

The return of the promotion is part of Ribena’s “Summer of Fun” to help the brand celebrate its 85th birthday and will look to build on the fantastic success of the partnership in 2022. Last year saw an extraordinary 720,000 Ribena shoppers vying to get their hands on a range of 10,000 special-edition games.

This year shoppers will be in with the chance to win customised Ribena Hasbro games, alongside a collection of other games from the Hasbro portfolio. New for 2023, prizes will include Ribena Monopoly Travel Edition packs and Cluedomini boards, along with other family favourites: Cluedo, Risk and Five Alive.

For the first time, in 2023 the Hasbro promotion will run on bottles across Ribena’s ready-to-drink range, as well as its Squash and Sparkling ranges, helping retailers drive sales across different pack formats and attract a wider audience.

“Last year’s Hasbro promotion clearly resonated with shoppers, as shown by the record number of entries. This goes to show the benefit of combining a brand of Ribena’s size and heritage with Hasbro,” Sarah Fleetwood, Head of Ribena for Suntory Beverage & Food GB&I (SBF GB&I) said.

“This year, we’re excited to provide even more opportunities for families and friends to get together and make memories with these iconic Hasbro games. Retailers should ensure to stock the Ribena range to make the most of this unmissable promotion.”

The promotion is on special packs from 1 July and runs until the end of August. To enter, shoppers simply need to buy and scan a participating promotional pack for their chance to win.

The entire Ribena brand is worth almost £120 million [Nielsen, MAT w/e 29.04.23] and within this, its ready-to-drink range is currently growing at 5.3 per cent YOY. The Ribena ready-to-drink range includes seven 500ml SKUs available to the wholesale trade including best-selling Blackcurrant, Blackcurrant Light (growing 21 per cent YOY), Pineapple & Passion Fruit, Strawberry, and Mango & Lime.

Ribena’s Summer of Fun is a summer-long campaign that includes a range of consumer PR, brand partnerships and events as part of a huge £5 million marketing investment from the brand.

This summer has also seen the return of Ribena’s famous bouncing berries ad, which is back on screens now for the first time in almost 10 years.