Cash giveaway to boost Ribena sales

GlaxoSmithKline is running

its biggest

on-pack promotion for Ribena.

The company is investing £1.75 million in the push, which will see £1,000 being given away every day

until October.

The text-to-win mechanic will be available on all core Ribena products and will be supported by a radio and poster ad campaign.

Brand manager Rachel Quinlan said: "We're anticipating an excellent response to our £1,000 a day giveaway - it will stimulate excitement in the entire Ribena range, increase the frequency of purchase among existing consumers and attract new customers to the brand."

Ribena 100% Pure Juices will also be backed by a £1.4 million sampling campaign this summer. The Ribena Harvestival is designed to "bring the taste of the countryside to consumers" and includes a series of events in 41 locations . The activity forms part of a £15 million spend on Ribena in 2008.