Ribena is set to ‘Turn up the Tropical’ with a new national consumer competition, ‘Win a #Tropicoliday’, which kick-starts this month. The activity aims to drive mass awareness of the Ribena tropical range, which comprises of Mango & Lime, Pineapple & Passion Fruit and the recently launched Orange & Guava variants.
Consumers will have the chance to win one of five tropical holidays, alongside hundreds of other themed prizes. The competition is part of a £1.5m marketing campaign including print, digital and out-of-home advertising, as well as in-store and social media activity. By reaching consumers at multiple touch points, the campaign aims to increase footfall to stores.
POS options are available to retailers, including FSDUs, dump bins, shelf strips and counter top units.
Hannah Norbury, marketing director for Ribena, is confident that the tropical range provides a powerful sales opportunity for retailers. She added: “We also anticipate that this creative and unique new campaign will help to reinforce the message that Ribena RTD is the perfect option for on-the-go drink occasions, whilst highlighting its availability in the convenience and impulse channels.”
