A £6m marketing campaign has launched for Ribena, featuring the strapline, ‘You can’t get any more Ribenary’, and including a new TV advert, outdoor advertising and extensive in-store activation which will also carry the message, ‘Taste the Fruitiest, Fruity Flavours’.
The new 30 second TV advert brings the moment of tasting Ribena to life in what the company calls a building visual expression of a Ribenary world.
The ad focus on the Ribena 500ml ready-to-drink range, with Blackcurrant and Light Blackcurrant variants featuring in the final end frame.
Outdoor posters and bus side ads feature the Blackcurrant No Added Sugar and Mango & Lime flavour squash and weekly competitions are also taking place through social media.
Hannah Norbury, marketing director for Ribena, said: “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.”