Blackcurrant drink brand Ribena is popular with young children, but that makes it less attractive to young adults who often dismiss it as "a kids’ drink".
Parent company Lucozade Ribena Suntory identified its 500ml ready-to-drink tropical flavours as the best way to engage an audience of 18- to 34-year-olds.
It mounted an integrated campaign called Tropicality through Unity – part sales promotion, part participation-led brand experience. It took on its existing ‘win a holiday’ competition and added a twist to create five once-in-a lifetime holidays consumers had to earn – not win.
The competition started in a secret location in London, where shoppers had to find one of three special bottles on the shelves. Once they were found, the contestants had to battle it out via a series of tropical themed obstacle courses, with the person gaining the most points being crowned the winner.
The whole process was filmed and used as a trailer for the reveal phase. The agency then pushed the campaign through social channels with paid-for spend, challenging the public to find the secret locations across the nation.
During the nine-week campaign, Tropicoliday reached 62.5 per cent of UK 18- to 24-year-olds. The trailer had almost 1.5 million views on Facebook alone. Research by Nielsen revealed that 23 per cent of young people who saw the activity expressed increased purchase intent.
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