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Lucozade Ribena Suntory continues UK Ribena push - video

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Lucozade Ribena Suntory's UK unit has rolled out the next phase of a marketing campaign for its Ribena brand. 

The four-week activation includes a film to be shared via Facebook, Instagram, YouTube and video-on-demand. The film features the brand's 'Colouring Cafe', which was in London last month. 

The latest activity also features an online colouring app that allows users to share content via social media. 

The move forms part of the company's GBP6m (US$7.95m) campaign, announced last August. The push aims to increase awareness of Ribena Light among the target audience of "pre-family 16-34 year olds". 

"2016 has been really exciting so far for Ribena Light," said Ribena senior brand manager, Emmeline Purcell. "Our GBP6m marketing investment has been designed to appeal to young adults who want to make healthier choices without compromising on taste, and we've seen tangible results both in increased product sales and brand performance. For this phase of the campaign, we've focussed on creating more meaningful interactions with our 16-34 audience, to make Ribena more relevant to them. Adult colouring-in has become really popular over the past year and something that resonates well with our audience."

This month, Suntory said it would pay about JPY7bn (US$68.8m) for GlaxoSmithKline's remaining Lucozade and Ribena assets in Nigeria.


Sectors: Soft drinks, Water

Companies: Suntory

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