LONDON - GlaxoSmithKline is to discontinue its Ribena 100% Pure Juices brand one year after its launch.
Ribena 100% Pure Juices launched in March 2008 and in May the brand was supported by a £2.6m TV and radio advertising campaign, titled ‘Juicer' and created by M&C Saatchi, as part of a £5m investment in the brand. GSK will now focus on its existing Ribena squash brand.
In 2008 squash sales were worth £446m in the take-home category, which was an increase of 2%, but volume decreased by 3% according to Nielsen. Marketing spend in the category decreased by 48%.
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