An interactive, sensorial, trial-led experience where consumers were given the opportunity to try different flavours of Ribena while enjoying a fun game of crazy golf.
As part of the wider multi-channel goal to reposition the brand and reintroduce their products to consumers, Ribena identified millennials as their key target market and wanted to put a “fruity smile on the lips” of these consumers. The aim was to hero their 500ml RTD (Ready To Drink) Blackcurrant flavours while also showcasing other variants including Mango and Lime and Strawberry.
TRO designed a modular, three-hole crazy golf course, complete with clubhouse which incorporated the current Ribena ATL creative.
The three holes cleverly became platforms to communicate the three key flavours; Blackcurrant (including Blackcurrant Light), Mango and Lime and Strawberry. The use of scent technology, giant fruit and 'Ribenary' obstacles ensured that each section of the course took consumers through a flavour-relevant experience. Scorecards added a competitive edge to proceedings!
Consumers were offered the chance to try each delicious flavour of Ribena, served over ice and engage with our team of Brand Ambassadors, all kitted out in Ribenary Golf uniforms.
A Twitter competition encouraged consumers to share photos of themselves enjoying the Ribena Crazy Golf activity, for the chance to win a pair of Beats By Dre Headphones every week.
Client Testimonial: “The stand looked amazing - probably the best we’ve ever done!”