GlaxoSmithKline (GSK) is launching a new Ribena flavour, Raspberry and Pomegranate Really Light, as part of an 8.5m marketing campaign to focus on its provision of “superfruits”.
The new variant will not hit the shelves until next summer, but Ribena’s current campaign, which claims 95% of all UK blackcurrants go into making Ribena, will be dropped in 2007. The entire marketing spend for the brand will be used to convince consumers of the health benefits of Ribena.
The strategy is a continuation of Ribena’s repositioning away from children and towards young adults (MW July 27, 2005).
Earlier this year, the brand launched blueberry-flavoured Ribena (MW January 5) in a 500ml ready-to-drink bottle, but GSK will extend the flavour across its full range of formats and products, including a squash drink. It is also redesigning all of its Ribena packaging to highlight the superfruits contained in the drink and their benefits.
A spokesman for the brand says the marketing campaign, linking the “great taste of Ribena” to the health benefits of the ingredients, could be extended if there are further flavours launched next year.
Ribena’s marketing team is currently deciding which of 18 different straplines to use for next year’s marketing campaign. M&C Saatchi came up with the creative work, while the media is being planned and bought by MediaCom.
An industry source says: “The idea seems good, but anyone concerned with superfruits, and therefore their health, is unlikely to want to drink something that is packed with sugar or artificial sweeteners like Ribena.”