Ribena is ploughing £1.4m into its 100% Pure Juices range to push the brand's link to nature and the countryside.
The activity, which is centred around sampling, consists of a series of Harvestival events taking place in 41 locations nationwide from next week. The aim is to encourage consumers to associate Ribena's blackcurrants with the British countryside.
The sampling forms part of the £5m marketing budget earmarked for the launch of the brand. It follows on from TV and radio ads that kicked off at the end of last month.
Ribena 100% Pure Juices hit supermarket shelves in April and marked the GSK-owned brand's first foray into pure juice, as well as being the biggest piece of NPD in Ribena's 70-year history. Ribena hopes the juices will become a £50m brand within three to five years.