Juice drink brand, Ribena is set to drive sales this summer with a promotion offering families and adults the chance to win free tickets to popular music festivals across the country.

The promotion is part of an £11m brand investment with a £2.1m dedicated spend. Michael Walford, senior brand manager at Ribena said: "Ribena is synonymous with summer and the outdoors, and we're delighted to be offering families and friends the opportunity to win a great musical experience in the sunshine this summer.

"This will further establish Ribena as the nation's juice drink of choice, providing retailers with a prime opportunity to accelerate juice drinks sales across the warmer months." The makers of Ribena are giving away 300 passes (each pass will offer a choice of either a pair of tickets or a family ticket) and more than 22,000 music downloads as part of its Festival Tickets promotion.

The ticket winners can choose from family friendly festivals across the country, in what will be one of the largest selections of festivals to be made available via an on-pack promotion. To enter, consumers must purchase a pack and enter the promotional code at www.ribena.co.uk. There will be more than 200 opportunities to win per day during July, August and September.

The Ribena Festival Tickets promotion will run on selected packs from 1 July to 1 November 2011 and PoS materials will be available from the end of June. Complementing the promotion will be a fully integrated marketing campaign including TV and outdoor advertising, together with online, experiential and sampling activity, plus an array of in-store PoS materials.

Festivals are growing in popularity in the UK, with 450 music festivals taking place each year and 1.9m festival goers recorded in 2010, up 9.3 per cent year on year.