Ribena Sparkling and Channel 4 are launching a new three-month partnership today which will see the popular juice drink brand sponsor Friday Nights In on 4. This is the first TV sponsorship of its kind for Ribena Sparkling, and the first dedicated consumer marketing campaign for the range.
The new channel sponsorship will see a series of 5 specially-created 10-second idents run throughout Channel 4’s Friday night schedule from 8pm-11pm from Friday 24th September until Christmas Eve aimed at Ribena Sparkling’s ABC1 target audience[i]. The creatives will show various characters begin their Friday night in with a signature “fizz” from a nearby bottle of Ribena Sparkling as they open their front door, reach into the fridge or sit down in front of the television. The campaign will position Ribena Sparkling as a unique and great-tasting fizzy addition to the Ribena juice drink range.
Ribena’s campaign with Channel 4 will also include social promotion as well as on-air advertising to drive maximum visibility with consumers. In-store point-of-sale material is also being supplied to retailers.
The new partnership was brokered by 4Sales working with mediacom.
Helen Passard, Head of Ribena at Suntory Beverage & Food GB&I (SBF GB&I), said “We’re delighted to be bringing the Ribena Sparkling range to Channel 4 viewers as part of their much-loved and hugely popular Friday night experience. As the temperature begins to drop and the nights draw in earlier, evenings with friends and family at home in front of the television become a core part of consumers’ routines at this time of year. What’s more we know how important it is to provide the right range of drinks for the night in occasion.”
Available in Raspberry and Blackcurrant flavours in a range of formats including 2L bottles and 6x330ml can multipacks for the Big Night In occasion, the Ribena Sparkling range is an ideal accompaniment to a night in with friends or family throughout the autumn and winter.
[i] BARB/ TechEdge sponsorship prediction module , based on schedule built with predicted TVRs for individual programmes