The 21st century version of the Berry characters debut this month in a new £3.5m TV marketing campaign, the brand’s biggest investment in its squash range for over five years. M&C Saatchi created the ads.
GlaxoSmithKline, Ribena’s owners, says the move has been developed to drive increased sales of Ribena. The animated Berry characters are designed to resemble the British blackcurrants harvested to make Ribena and will be used to tell mums that Ribena is made with British blackcurrants sourced from 39 growers.
In the ad, the Berry characters are seen taking viewers along the journey of a Ribena blackcurrant, starting life in a blackcurrant bush on a Ribena farm, travelling through the countryside and finally ending up in the drink.
Peter Harding, vice president and general manager of GSK Nutritional Healthcare says: “We’re excited to be relaunching the iconic Ribena Berry characters from the 1980s and will be featuring them in a major new £3.5 million TV advertising and marketing campaign targeting mums. Retailers should stock up on the range of best selling Ribena juice drinks and squashes in order to capitalise on the expected increased sales that this campaign will generate.”
The new TV ad campaign breaks tonight (14 April) and will run throughout the summer along with a radio campaign and other marketing activity to engage with mums.