To launch Ribena Plus with real heart we focused on an issue that would resonate with cash-strapped mums – low-cost play. We wanted to show that we understood them, their concerns and how to keep their kids (and therefore them) happy.
Our Pocket Playground helped keep kids entertained for less than the cost of a tube ticket and our cardboard box (yes really) became the ultimate Xmas toy. The box could be converted into a boat, rocket or puppet theatre and was distributed to families via removals firm Pickfords.
A quarter of mums were aware of our work and rewarded our desire to make them happier with love for the brand and importantly, purchase.