The brand new marketing campaign from Ribena sees the brand being re-launched “with a significant strategic shift in its positioning and advertising style”, according to brand owner Lucozade Ribena Suntory.
The new campaign – which includes the ad featured here – aims to move the fruit drink moves from solely targeting parents with messaging focussed around health, into a more visually intense “taste” territory primarily targeting a pre-family audience of young adults.
The work includes the new line “You can’t get any more Ribenary” and launched this week for an eight week burst. As part of the £6m campaign, there is an extensive digital element, including social media, and sharable videos and GIFs. There will also be weekly competitions hosted on Facebook and aimed directly at the younger target audience (by Brass).
There’s also nationwide poster and digital outdoor, bus sides, in-store activation and experiential sampling around Britain.
Hannah Norbury, marketing director at Ribena, says: “We’re thrilled with the new campaign for Ribena. It’s the beginning of an exciting new chapter for this iconic British brand, that [we hope]engages our young adult audience through our new brand positioning.”