By highlighting taste and targeting young adults, the new "Grand taste of summer" campaign marks a change in direction from previous campaigns, which have revolved around the provenance and quality of the blackcurrants that make Ribena.
Set to run for three months from July 1, the campaign will include radio and poster advertising as well as the on-pack offer, extensive in-store support and experiential work.
Billington Cartmell developed the core brand proposition and created the launch six-sheet posters and in-store materials. The agency co-ordinated the campaign, working with M&C Saatchi (radio), MediaCom (media) and Exentio (experiential).
The on-pack offer, running across both the brand's squash and ready-to-drink products gives consumers a chance to win "a grand a day".
Rachael Quinlan, brand manager for Ribena at GlaxoSmithKline, said: "With this campaign, we are literally surrounding our target audience with taste messages. We know this nation loves Ribena and we want to remind them just how wonderful the taste really is."