03/06/2011
GlaxoSmithKline, a leading international healthcare company launched an Out-Of-Home campaign
on Clear Channel Singapore's shelters to promote their latest Ribena with Strawberry, a taste of
the extraordinary.
Targeting youths and young adults, specially crafted posters went up across a customised 6-sheets
network to meaningfully reach out to both youth and young adults. The exciting although static
posters went up island wide on the 5th of May.
To boost awareness and impact of Ribena's 6-sheets campaign, the refreshing fruit juice drink
made an additional creative buy. Using Clear Channel's create & collaborate portfolio, 3-D
Fabrications were made to achieve an even greater message cut off in addition to the static
campaign. Four 3-D Fabrications are currently put up near schools such as Ngee Ann Polytechnic
and Temasek Polytechnic, and the popular youth hangouts of Bugis Junction and Orchard (outside
Plaza Singapura). The well recognised purple background of the poster is made to resemble the
strawberry flavoured Ribena drink complete with strawberries and blackcurrants floating appealingly in the liquid. A gigantic bottle of strawberry flavoured Ribena is dropped into the panel with the use of a 3-D Fabrication. The top of the bottle rises above the panel complete with the splash of tasty Ribena onto the top frame the panel.
Strawberry flavoured Ribena was launched in Singapore towards the end of 2010. The latest
variant of everybody's favourite blackcurrant drink joins a line-up of ready-to-drink variants which
includes cranberry and lemon apart from the core blackcurrant Ribena flavour. Ribena was first
made in the 1930s using blackcurrants and has since established itself as one of the internationally
favourite drinks today! A rich source in Vitamin C, Ribena is a refreshingly nutritious beverage made
from blackcurrants 100% from New Zealand added with quality strawberries without artificial,
colouring or sweeteners.
The campaign up at Clear Channel's shelters will run till June.
Creative Agency: Grey
Media Agency: Mindshare Singapore
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