Come up with a unique idea of a new bold and refreshing drink that will deliver fruity, uplifting drinking experience that Ribena is known for in Ribena Bold Refreshment Competition by Eyeka.
Ribena is the soft drink that has been very popular for years in the UK. It is best known for its bold blackcurrant taste and people who drink it love it for its intense fruity flavor.
Although famous for its blackcurrant flavour, Ribena is also available in other fruit flavours including strawberry and Pineapple & Passionfruit. Most recently a sparkling Ribena has been launched in two flavours: blackcurrant and raspberry.
For many Ribena is a drink from their childhood. Thanks to its real fruit content, vitamin C and nostalgic associations, Ribena always drives strong positive emotions for people. However, while Ribena is still thought of warmly and fondly, for many people the brand sits in their past and is perceived to lack relevance for them today. Some of the people who drink Ribena would say that the experience is uplifting – not because it contains caffeine or anything like that (it doesn’t) but because of the bold fruity flavour it delivers and because of the exuberant, vibrant personality of the brand.
Ribena is known and liked for its bold, intense taste. However, it’s not known for being refreshing. When choosing a drink many people look for something that will refresh them. As a result, when people are looking for something refreshing, Ribena doesn’t come to mind.
Ribena needs your help to create a new drink that provide people with the bold drinking experience that they expect from Ribena as well as the refreshment that they look for when they choose a drink. Can you help?
- #1 Prize €1,000
- #2 Prize €750
- #3 Prize €500