Soft drinks brand Rio has launched its latest summer campaign inspired by the brand’s trademark tropical fruit flavours, with nationwide in-store activations.

Titled ‘Sunshine Sells’, the campaign will feature prominent in-trade activity such as in-depot sampling activations and exclusive competitions.

Rio will be hoping to maximise brand exposure through the campaign, with further touchpoints across trade advertising, social media and consumer sampling activations, set be rolled out in major UK cities this month.

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Backed by significant spend, the Dorset-based firm will look to create a strong association between Rio drinks and sunny summer weather by handing out free cans to passers-by on hot days.

“Summer is a key sales period for retailers of course, but when the sun is shining consumers look to spend more on soft drinks,” Boost Drinks marketing and international business director, Adrian Hipkiss said.

That’s why following record breaking temperatures, we’re hoping our Sunshine Sells campaign will inspire and support our customers.”

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