Ribena is launching a £7m campaign to boost sales and reposition the brand for an older audience.
The campaign, which starts on May 28, has been created by M&C Saatchi and charts “the plight” of 15 billion berries that make it into Ribena.
Entitled “Migration”, the TV ad describes the perilous countryside journey of the blackcurrants, cranberries, blueberries, raspberries and pomegranates as they cross forests and rivers in the quest to “make it” into Ribena.
Directed by Oscar-winner Daniel Greaves, it will use 3D animation technology and feature celebrity botanist David Bellamy. The campaign will run across cinema, outdoor, and digital platforms and has been planned by MediaCom.
Ribena marketing director Anne Maccaig says: “The integrated marketing campaign represents the next stage of our strategy to reposition Ribena as a contemporary adult brand.”
The marketing push comes as Ribena repositions the brand as a drink for young adults.
This has led to the launch of products such as Ribena Really Light with flavours like Blueberry, Raspberry and Pomegranate. There has also been new adult-focused packaging across the whole Ribena portfolio.
Ribena owner GlaxoSmithKline has more than trebled promotional spend on the brand from £2m in 2004 to £6.2m in 2006, yet data suggest that sales of some of its products have suffered over the period.
Migration will be aired on ITV, Channel 4, Five and satellite channels from May 28 to July 22 and in cinemas from June 15 to September 13.