Makeover for Ribena rolls out alongside marketing
BRITISH soft drinks brand Ribena has unveiled a new look across store shelves alongside a new marketing campaign to drive up awareness.
Backed by a £7million investment into the brand from parent company Suntory Beverage & Food GB&I, the new look and feel aims to nod to the brand’s timeless heritage in the British soft drinks market whilst resonating with the modern tastes of today’s consumers.
The new look has reinforced what shoppers naturally associate with the brand while helping to improve stand out on shelves through some more vibrant colouring across the range.
Suntory said that in consumer testing the refreshed pack helped to improve purchasing, taste and overall appeal – all whilst remaining recognisably Ribena.
The new marketing also represents two years of work for Suntory, Ribena’s refreshed positioning ‘No Taste Like Home’ is grounded in one of the “most comprehensive consumer insight journeys” the brand has ever undertaken.
During this insight driven period, Suntory said that Ribena’s distinctive taste helps to evoke powerful childhood memories and the comfort of moments of family connection.
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 unique taste of Ribena triggers a powerful memory and their living room is transformed into a rainy British summer where they relive their happy childhood memories together.
The new range refresh has rolled out across the Ribena range including 850ml Squash, 500ml RTD bottles and 250ml lunchbox carton formats across Blackcurrant, Blackcurrant No Added Sugar, Strawberry No Added Sugar, Pineapple & Passion Fruit and Mango & Lime.
Sarah Fleetwood, head of Ribena at Suntory Beverage & Food GB&I, said: “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 £7million 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.”
