Billington Cartmell has created a promotions-led integrated campaign for Ribena, positioning it as part of the British summer and offering consumers the chance to win £1,000 a day.
By highlighting taste and targeting young adults, the new “Grand taste of summer” campaign marks a change in direction from previous campaigns, which have revolved around the provenance and quality of the blackcurrants that make Ribena.
Running for three months from July 1st, the campaign includes radio and poster advertising as well as the on-pack offer, extensive in-store support and experiential work.
Billington Cartmell developed the core brand proposition and created the launch six-sheet posters and in-store materials. The agency co-ordinated the campaign, working with M&C Saatchi (radio), MediaCom (media) and Exentio (experiential).
The on-pack offer, running across both the brand’s squash and ready-to-drink products, gives consumers a chance to win “a grand a day”.
Posted by Editor 
