Ribena launches ‘turn up the tropical’ campaign

Ribena is getting steamy with its ‘turn up the tropical’ campaign, which offers customers a chance to win a ‘tropicoliday’.

The £1.5m marketing campaign includes print, digital, out-of-home, in-store and social media activity. The campaign gives customers the chance to win one of five tropical holidays and hundreds of other themed prizes. Tailored PoS is available to retailers.

The activity will launch in a secret convenience store in London, where shoppers will be tasked to find one of three special bottles. Once the three bottles are found, contestants will complete a series of tropical themed trials, with the contestant who gains the most points winning the first holiday.

Hannah Norbury, marketing director for Ribena, said: “With all of our ready-to-drink 500ml variants in growth and the average spend per buyer increasing year-on-year, we are confident that our portfolio provides a powerful sales opportunity for retailers.”