The digital campaign will support the introduction of a range of Halloween-themed drinks called Bat Currant, aiming to drive awareness among young consumers.
Product packaging will feature a comic strip about a pair of bats, named Fing and Fang, and will encourage consumers to go online to follow their adventures.
The website, designed by Intercea, launches later this month. It offers rewards including free screensavers as an incentive to visit.
Misel van Boldrik, brand manager for Ribena, said: 'The timing of this launch is part of our desire to associate the Ribena brand with key seasonal events. The web is playing a key part in our strategy to enable consumers of all ages to experience the Ribena brand across different media.' She added that there was a marked rise in popularity and sales during retail events such as Easter.
The promotion has been ramped up this year to run across all 500ml, 330ml and 200ml products.
Other brands focusing on Halloween sales include Manor Bakeries, which is bringing out a Scary Blackcurrant variant of its Cadbury Mini Rolls and Jacob's, which has introduced Scary Faces, a limited-edition of its Happy Faces biscuit range.
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