Ribena has launched a major summer on pack promotion, ‘Pick Your Own Gig’, offering customers in the UK and Republic of Ireland an opportunity to win tickets to a Ticketmaster event of their choice – with runner-up prizes of free music downloads and free bottles of Ribena.
The campaign was created by activation agency tbk and is its first project for the brand.
Pick Your Own Gig builds on Ribena’s musically-distinctive ‘Ribenary/Zoobydoo’ advertising, and aims to use events to build even greater relevance amongst its consumer heartland, 16 – 24 year olds. It also references the brand’s historic advertising, which traditionally emphasises the quality and provenance of the blackcurrants picked for making Ribena.
Featured on more than 20 million bottles, the fully integrated campaign is being supported through digital, Out of Home (OOH) and a national sampling campaign.
The promotion runs until August 31st 2018. The daily prize pool includes a £200 Ticketmaster egift card, two £100 Ticketmaster egift cards, five £50 Ticketmaster egift cards, 2,000 £1 Amazon egift codes and 7,993 Free Ribena 500ml Coupons. Winners will be selected through daily ‘winning moments’ prize draws, and not all prizes will necessarily be won.
Consumers in mainland UK have to buy a promotional pack and then go online to www.ribena.co.uk/win/ and enter the last four digits of the pack barcode and their personal details. There is a ‘No Purchase Necessary’ route for entry in Northern Ireland, while in the Republic of Ireland consumers have to answer a skill-based question to enter.
Ribena Marketing Controller Charlotte Flook says: “Ribena is growing up, and events offered us the perfect platform to engage with our young adult audience”.
Andrew Ryan, Head of Brand and Partnerships at tbk, adds: “Taking Ribena on a journey into the events space gave us great opportunity to contemporise the brand while still acknowledging the brand’s tremendous heritage and tradition through the language of ‘pick your own’.”
tbk is an award winning brand activation agency that works with clients including Lucozade Ribena Suntory, Krispy Kreme, TUI, Carphone Warehouse and Wickes.