GlaxoSmithKline is backing the arrival of a new Ribena sports cap format with a £2m media campaign aimed at eight to 12-year-olds.
Forming part of the brand's £36m investment this year, ads on TV and in kids' magazines feature the strapline Oi! Are you a Ribena pulla squeeza geeza?'.
Other activity includes sponsoring satellite TV channel Nickelodeon's roadshow, a website ­ ­ PoS material and sampling at Premiership football grounds.
Four-pack 200ml bottles of Blackcurrant Original and Blackcurrant ToothKind flavours will hit shelves in the middle of next month.