The campaign was developed by Grey Singapore with Mindshare Singapore handling the media duties and will run until the end of this month.
The specially-crafted posters went up across a customised six-sheets network that targets youth and young adults. It features the Ribena drink bottle literally splashing out of the poster with a creative effect.
The familiar 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 3D fabrication. The top of the bottle rises above the panel with the splash of Ribena onto the top frame.
Four 3D fabrications are currently on display near schools such as Ngee Ann Polytechnic and Temasek Polytechnic, and the popular youth hangouts of Bugis Junction and Orchard outside Plaza Singapura.
The strawberry flavoured Ribena was launched in Singapore towards the end of 2010, with other variants of the blackcurrant drink including cranberry and lemon.