GlaxoSmithKline is pitching Ribena into the taste experience arena with two limited edition drinks aimed at generating extra sales of £5m.
The pharmaceuticals to soft drinks giant is introducing cartons of Ribena Oooohh and Aaarghh in a bid to boost sales during what the company calls the “crucial” six month selling period from March.
Aimed at kids, the “low sugar” drinks are new takes on the
classic cordial.
Oooohh features a cooling aftertaste which, according to pack graphics, will “send chills down your spine” while Aaarghh includes chilli and ginger flavours and is deemed “too hot to handle”. Both hit shelves next month in 288ml single-serve packs (rsp: 49p) and three 250ml multi-packs (99p).
The company hopes the newcomers will provide a welcome boost to the Ribena brand’s sales. Its ready-to-drink offerings suffered in the major multiples last year, with sales falling by over 16% to under £25m [Information Resources, 52 w/e October 4, 2003].
The new drinks will be supported by a £1.75m spend with £1.1m on television and cinema ads from April. GSK has budgeted a total of £40m to support Ribena this year (The Grocer, p52, January 31).
GSK customer marketing controller Henry Dummer claimed that the new additions would add incremental value to the Ribena portfolio.
“This represents a £5m opportunity for the brand,” said Dummer. “The carton format is perfect for limited editions, offering the new product at the right price for experimentation.”
However, one buyer warned: “The danger with products like these is that the novelty can soon wear off.
“Look at Britvic’s fizzy milk hybrid Strange Soda which has now been delisted.”
Simon Mowbray