Ribena is unveiling a new look and a new £7m advertising campaign, There’s No Taste Like Home.
Ribena’s new design focuses on reinforcing what shoppers naturally associate with the brand while helping it to stand out on the shelf with more vibrant colouring. In consumer testing, the refreshed pack improved purchasing, unaided recall, taste and overall appeal – all while remaining recognisably Ribena.
At the heart of the new advertising campaign are two films that follow a pair of siblings sharing a glass of Ribena. As they sit back, the taste of Ribena triggers a powerful memory – their living room transforms into a rainy British summer, where they relive a happy childhood moment splashing in puddles as their mum calls them in.
Sarah Fleetwood, head of Ribena, Suntory Beverage & Food GB&I, comments: “For generations, Ribena has been and continues to be one of Britain’s most popular soft drinks. This year is set to be a transformational year for our brand with a new refresh and a £7m investment in our ‘No Taste Like Home’ campaign. It’s not so much a new campaign as a dial-up of our roots, as we proudly turn up the volume on what makes Ribena special for our consumers and drive relevance with families today. We’re excited to work with our customers on unmissable activations across the summer.”
To bring the campaign to life, Ribena is investing across TV, VoD, YouTube and 60,000 points of disruption in store. The activity will run nationwide through to September.
