Ribena - Sales Promotion.

Overview

Ribena had well publicised issues in 2007. The 'journey back' to Kiwi hearts started in 2008 and continued in 2009 with a sales promotion that attempted to reconnect with the holders of the family purse strings whilst showcasing some of the fantastic things to do in New Zealand.

Product

Specially marked Ribena drinks had a neck tag on which when completed and returned to The Sales Promotion Store ensured that a credit card style 'Kids Go Free' card was sent back to the consumer. This card was multi-use and could be used at 60 venues around NZ including Kelly Tarlton's and Rainbow's End giving a free entry to a child under 13 with every full paying adult between September and March.

In many ways, this show cased the benefits of the ‘everyone gets’ sales promotion. Ribena got a hugely targeted, cost effective sales promotion which gave 6 months and countless dollars worth of benefits for less than a cost of giving everyone a cheap plastic pen. Ribena consumers got something that genuinely saved them hard cash (the cards regularly appeared on Trade Me) over an extended period and the venues received a huge boost in visitors at a cost of having to honour a free child’s  ticket. Utopia!

Media

Click to see the TV advert