GlaxoSmithKline – Ribena Out for Lunch promotion
Agency name: Billington Cartmell Client name: GlaxoSmithKline Category: Brand-building
BACKGROUND
Ribena 500ml and 288ml was in negative growth for 2 reasons:
Through successful marketing key rival Oasis had stolen market share.
In consumers' eyes Ribena was not associated with the lunchtime drinks occasion.
NATIONAL CONTEXT OF THE CAMPAIGN
Research showed that on average workers within Britain take just 17 minutes for lunch with the majority of office workers eating at their desks.
OBJECTIVES
Increase sales by at least 10%
Drive penetration of Ribena amongst lunchtime drinkers
Own the...