Ribena is bringing its bouncing berries characters back to TV screens this month for the first time since 2014. The advert returns as part of a £5m marketing investment in the brand for its ‘Summer of Fun’ campaign, which will include a range of consumer PR, partnerships and events to celebrate its 85th birthday.
The ad will run throughout the summer season across TV and video-on-demand, re-introducing the blackcurrant characters to the UK audience. It is expected to reach almost 40 million people, who will see it on average ten times between June and August.
The Ribena brand is worth nearly £120m, with the juice drinks currently growing at 5.3% YOY.
“Ribena has been loved and used by families across the UK for 85 years this year. We’re celebrating reaching this landmark with a full-on Summer of Fun,” said Sarah Fleetwood, Head of Ribena for Suntory Beverage & Food GB&I.
“The return of the mischievous and fun-loving berries onto TV screens is the perfect way to kick off Ribena’s Summer of Fun. We have regular requests to bring the berries back on air and are excited to have this special airing for the brand 85th Birthday milestone and we know our shoppers will be as well.
“Retailers should make sure they stock our best-selling range to take advantage of the increased awareness generated by our summer-long £5m marketing spend”.
