Cheeky campaign

men sitting on a bench drinking Ribena

SUNTORY’S new Ribena campaign encourages consumers to laugh their way through the awkward moments in life.

The ‘Chin Up’ campaign launched at the start of June and represents a £7 million investment in the brand. Through the campaign, Ribena has been appearing in a new TV advert, which can also be found online, with further support in the shape of outdoor advertising, social media activity and in-store marketing.

Ribena’s new advert encourages shoppers to reach for the brand “when it’s Ri-bena bit awkward.”

Charlotte Flook, head of Ribena at Suntory Beverage & Food GB&I, said: “With the brand in strong growth of 15%, now is the perfect time to launch our new campaign.

“Chin Up’ puts our brand’s cheeky, irreverent personality at its heart by encouraging the nation to reach for a Ribena to help them laugh through life’s awkward little stumbles.”