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GlaxoSmithKline is to put a hefty [pounds sterling]27m behind a relaunch of its Ribena range in an attempt to reverse the slide in sales.
The revamp will include a return to the brand's roots by focusing on the taste of the drink rather than explicitly selling its health benefits.
GSK will spend [pounds sterling]10m on above-the-line ads for Ribena this year, more than double last year's [pounds sterling]4m outlay and its biggest single investment in the brand. Ribena sales were [pounds sterling]156m for the year to July 14, 2001, which was down [pounds sterling]14m on the previous year, according to figures from ACNielsen MMS.
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