GlaxoSmithKline - Ribena Out for Lunch promotion

Sales in GlaxoSmithKline’s soft drink brand Ribena were declining because of increased competition from Oasis, as well as Ribena not being seen as a lunchtime drink.

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:

  1. Through successful marketing key rival Oasis had stolen market share.

  2. 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...

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