Pick your own gig with Ribena

Ribena launches its major summer on-pack promotion offering lucky customers an opportunity to win tickets to a Ticketmaster event of their choice – with runners up prizes of free music downloads and free bottles of Ribena. The campaign was created by activation agency tbk Group and is their first project for the brand.

Pick Your Own Gig represents Ribena’s intent to build on its musically distinctive ‘Ribenary/zoobydoo’ advertising, using events to build even greater relevance amongst their consumer heartland, 16 – 24-year-olds.

Featured on 20M+ bottles this fully integrated campaign is supported through digital, OOH and a national sampling campaign.

Ribena Marketing Controller Charlotte Flook said, “Ribena is growing up and events offered us the perfect platform to engage with our young adult audience”.

Andrew Ryan from tbk Group commented “taking Ribena on a journey into the events space gave us great opportunity to contemporise the brand whilst still acknowledging the brand’s tremendous heritage and tradition through the language of ‘pick your own’.

tbk Group is an award-winning brand activation agency that works with Lucozade Ribena Suntory, Krispy Kreme, TUI, Carphone Warehouse and Wickes.