Ribena launches £10m TV burst

Ribena is investing £10m in a television campaign to reposition the brand for the adult market.

Ribena is investing &£10m in a television campaign to reposition the brand for the adult market.

The 40-second ad communicates the quality and real fruit content of the GlaxoSmithKline-owned brand, highlighting the fact that billions of British blackcurrants go into Ribena.

The ad, created by M&C Saatchi, which beat incumbent Grey Worldwide in a pitch to handle the Ribena account in April, tells the life story of a blackcurrant with a tongue-in-cheek tone. The irreverence is intended to appeal to people who grew up with Ribena and still like the taste but see it as a children’s drink. A voiceover says: “Ribena tastes great because 95 per cent of all Britain’s blackcurrants make it.”

The campaign, which will appear on TV from August 1 and in cinemas from August 22, follows the April launch of a new look for Ribena and new variants – Really Light and Berry Burst.

Ribena marketing category director Anne MacCaig says: “Ribena is a classic British brand with huge consumer goodwill. We expect the campaign to reinforce that and build on the longstanding success of the brand.”

MediaCom handles the media buying for Ribena.

Comments

    Leave a comment