To launch Ribena Plus – a new range boosted with vitamins and calcium - we delivered a magical-mix of PR tactics to drive sales.

We created a report around the theme of play, releasing chapters to the media with irresistible creative flourishes which meant they really flew.

Our Pocket Playground, a treasure-trove of eight low-cost items - packaged with 50 ways to use them - helped keep kids entertained during the Bank Holidays, for less than the price of a tube ticket. It flew in the media, and socially, garnering hundreds of comments on Netmums. It helped meet a socio-cultural need for mums – to be seen to be a good mother whilst also being mindful of money.

And the Ribena Plus PlayBox – our very own cardboard box – captured hearts and minds. We wanted to show that Ribena Plus understood the pressure parents are under at Christmas, so we took on the toy industry and proved what parents already know - that the humble cardboard box is actually the ultimate Christmas toy. Our own version - with cut-out templates for cars, boats, all sorts – were distributed to parents guerrilla style via removals firm Pickfords, and used to inspire media articles, creating a national talking point.

The campaign achieved what it set out to do in spades. Nearly three in five of our target mums felt positive about the new brand and a further one in ten are now more likely to add it to their weekly shop.

Chapter 1.THE RIBENA PLUS PLAYLAB. London-based experimental play space containing ‘fun’ household items. Media / bloggers / influencers - and their children - were invited to come and play, creating context for our story.

Chapter 2 - THE POCKET PLAYGROUND. A travel-sized treasure-trove of eight low-cost items (costing £6.12), and 50 ideas for how to use them, crowdsourced through Netmums. The contrast of low-cost items keeping kids entertained for hours was media gold.

Chapter 3. THE RIBENA PLUS PLAYBOX. Insight: children spend more time playing with the packaging than the toy, so we created our own Christmas toy – a cardboard box! Except ours had cut-out templates for dinosaurs, shops, cars and even a rocket. As with the Pocket Playgound, these were used to engage media, bloggers and influencers - and for social media giveaways – but were also taken to parents guerrilla style via removals company, Pickfords.

• 26 national print / broadcast hits

• 271 regional

• 26 mummy blogs

• Circulation - 458 million

• 2,291 people reached per £1 spent

• Dwell-time on our website pages 4mins 14secs, compared with 1min 10secs on other sections

Independent research amongst 1,500 target mums found:

- 24% were specifically aware of our PR activity

- 43% felt that Ribena ‘understood that money is tight and provides ideas to make it stretch’

- 32% felt that Ribena ‘understands what it’s like to be a mum and the associated pressures’

- 26% were aware of Ribena Plus, and its benefits

- 11% were now more likely to buy Ribena / Ribena Plus having seen this activity

Post campaign Ribena Plus is a £7m brand – a huge commercial success. Our contribution has been widely credited, and subsequently our budgets have increased whilst all other disciplines have had their’s cut.