Engaging a new generation through a content experience that reached millions
To broaden the appeal for Ribena Really Light to a new, young adult demographic.
To drive relevance to this audience, we championed adult colouring-in – a trend which truly resonated at the time, and an activity perfectly befitting of Ribena’s fun and colourful brand attitude.
To bring this to life in person we designed and built the Colouring Cafe – a fun and exclusive two day pop-up experience in Covent Garden in the heart of Central London, to which we invited a mix of influencers and brand fans. Guests could relax with refreshments whilst creating their own piece of Ribenary artwork, which would subsequently form part of a much larger mosaic in the cafe.
In addition to the core experience, the interactive activation culminated in a surprise reveal light show which was designed to create a compelling piece of hero content for Ribena to amplify the activity online. With 1.6 million YouTube views, the overall activation helped to increase Ribena’s brand relevance by 12%.