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CASE STUDY: thelondonpaper & Ribena's 70 year anniversary

Provided by News UK
Successful campaign to communicate new product launch using dps integrated ads, sponsorship, editorial to deliver max creative.

What was the Challenge / Background of the Campaign?

The family friendly blackcurrant drink brand Ribena wanted to launch its new flavours & generate awareness of the Ribena Harvestival (week long event from 10-13 July held at Broadgate Circle) and drive footfall to the event. They wanted to highlight Ribena's 70 year anniversary by delivering innovative and creative ideas that have maximum stand out that communicated to thelondonpaper's readers in a targeted environment. They needed a creative platform that would create cut through which would fit with brand values of Ribena within limited budget constraints. Find out more...

What was the Campaign Objective?

Primary objective: to build brand awareness of both the brand, the new flavours (product launch) and the 70th anniversary. Secondary objective: to increase loyalty with the customers and families who regularly associate with the brand but also to recruit new customers!

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details500,000 readers of thelondonpaper.
16 - 24
25 - 34
Female
Male
AB
ABC1
LOCAL MEDIA / REGIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearBUILD AWARENESSEXPERIENTIAL
PUBLIC RELATIONS
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