The interactive push, running in October, will use brand recall to measure effectiveness.
Created by digital agency Play, with media by Mediacom, it features two separate executions; one skewed towards male and one towards female users.
The Skyscrapers, MPU and overlays will run across a variety of web sites such as MSN, AOL and Match.com. Tied in with Ribena's offline ads, the aim is to get people to engage with the brand online.
Matt Gorzkowski, co-founder and MD of Play, said the push forms part of a larger strategy to reposition Ribena among the growing range of healthy adult drinks. It has a long way to go towards building the credibility of brands like Innocent. "It is not perceived as a cool drink for the mid-20s crowd, but Ribena slowly and surely wants to move into that space.
That will be the next step, so watch this space," he adds.
Gorzkowski said Ribena intends to invest in "a lot more" interactive and digital marketing as it builds a more sophisticated web presence.
Last month, the firm ran ads on digital escalator panels in Tottenham Court Road station (Revolution, September, p13).
_1.jpg)
.jpg)