With every purchase of promotional 2-litre bottles of Ribena, GlaxoSmithkline (GSK) is to give away a free Ribena fridge jug.

Introduced to help drive category value and coinciding with the UK school summer holidays the "Stay Cool This Summer" promotion will target parents and also encourage brand loyalty with £0.50 money-off-next-purchase coupons.

"The summer months are a key period for sales of soft drinks, and squash is no exception. Ribena is a premium product, with a higher value per serving and it presents retailers with a great opportunity to drive category value," said James Coupland, customer development manager for GSK.

"By attaching the fridge jug to the product itself provides consumers with the instant redemption they are looking for as well as offering them a practical giveaway with a high-perceived value. With this in mind we would urge multiple retailers to stock up on 2-litre packs of Ribena," he added.

The 'Stay Cool This Summer' promotion includes Ribena Original, Light and Toothkind.