A £6m marketing campaign for the Ribena brand kicks off this month, designed to highlight its taste in a fun way in order to appeal to consumers aged 16-34. The activity will feature the strapline, ‘You can’t get any more Ribenary’, and includes a new TV advert, outdoor advertising and extensive in-store activation which will also carry the message, ‘Taste the Fruitiest, Fruity Flavours’ to emphasise the breadth of the portfolio in-store.
The new 30 second TV advert will focus on the Ribena 500ml ready to drink range, with Blackcurrant and Light Blackcurrant variants featuring in the final end frame. Latest Nielsen figures show that Ribena ready to drink range is the number one Drink Now Juice Drink brand, having driven over 50% of Drink Now Juice Drink category growth in the past two years2.
Hannah Norbury, Marketing Director for Ribena, comments: “The taste of Ribena is very unique, bold and unmistakable, presenting a strong selling point for the brand. We wanted to make sure that our new advertising creative and brand positioning bring to life, not just the taste, but also the feeling of drinking Ribena. The campaign is positioned to specifically target adults aged 16-34, but will also appeal to a wider group. We believe it will drive relevance and penetration for the brand by highlighting that the fruity flavours of Ribena are an any day tasty treat to enjoy.”
“We have focused a lot of our attention on the in-store execution as it is vital that our customers have the opportunity to really benefit from this fully-integrated, multi-million pound campaign. We have created a bespoke suite of tailored POS including pre-filled shippers, FSDUs and aisle fins, whilst wholesalers can utilise pallet wraps to drive in-depot interest.”
The Ribena range includes:
- 500ml ready to drink range in Blackcurrant, Light Blackcurrant, Mango & Lime, Strawberry, Pineapple & Passion Fruit and Orange & Guava flavours
- 288ml cartons range in Blackcurrant, No Added Sugar Blackcurrant, Strawberry, Apple and Orange flavours
- 1.5l, 850ml, 600ml squash range in Blackcurrant and No Added Sugar Blackcurrant flavours
- 850ml squash range in Mango & Lime and Strawberry flavours