GSK is launching the campaign this month in an attempt to give the new variant Ribena a different personality to the mainstream brand by reinforcing the message to 18- to 30-year-old women that the new drink is for them.
Ribena Really Light replaces Ribena Light and Ribena Toothkind, which came under fire from health organisations over claims that it did not cause tooth decay.
The campaign will feature at events such as the V Festival, Bug Ja, T in the Park, shopping centres and theme parks, and will include multiple touch-points to get consumers to try the product.
An inflatable rig will use the light-blue branding from the Ribena Really Light brand forming the basis of the drive.
Promotional staff of mainly the same age as the target audience will wear uniforms with jet packs on their backs to serve small samples of the Ribena Really Light.
The marketing activity will be followed later in the year with further marketing support including above-the-line ads created by M&C Saatchi, which took over the 拢3m account from Grey London at the beginning of April.
Jamie Maker, senior account manager at Billington Cartmell, said: "Ribena Really Light is an enormously important launch for GSK and we are delighted to be involved with such a prestigious project."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the