Ribena promo aims for brand interaction

Revolution UK 25-Oct-06

Ribena is to launch an online brand campaign to raise awareness of the drink and position it as a healthy adult beverage.

The interactive push, running in October, will use brand recall to
measure effectiveness.

Created by digital agency Play, with media by Mediacom, it features two
separate executions; one skewed towards male and one towards female

users.

The Skyscrapers, MPU and overlays will run across a variety of web sites
such as MSN, AOL and Match.com. Tied in with Ribena's offline ads, the
aim is to get people to engage with the brand online.

Matt Gorzkowski, co-founder and MD of Play, said the push forms part of
a larger strategy to reposition Ribena among the growing range of
healthy adult drinks. It has a long way to go towards building the
credibility of brands like Innocent. "It is not perceived as a cool
drink for the mid-20s crowd, but Ribena slowly and surely wants to move
into that space.

That will be the next step, so watch this space," he adds.

Gorzkowski said Ribena intends to invest in "a lot more" interactive and
digital marketing as it builds a more sophisticated web presence.

Last month, the firm ran ads on digital escalator panels in Tottenham
Court Road station (Revolution, September, p13).