Soft drinks brand Ribena is introducing a new look and advertising campaign, ‘There’s No Taste Like Home’.
Backed by a £7m investment across TV, VoD, YouTube and 60,000 points of disruption in store, the relaunch focuses on brand building and aims to drive more shoppers to rediscover their favourite childhood drink for themselves and their families. The activity will run nationwide from July to September.
Ribena’s new look nods to its timeless heritage with British families whilst resonating with today’s soft drink consumer. The new design focused on maximising and modernising Ribena’s distinctive assets, reinforcing what shoppers naturally associate with the brand while helping it to stand out on the shelf with more vibrant colouring. In consumer testing, the refreshed pack improved purchasing, unaided recall, taste and overall appeal.
Nearly two years in the making, Ribena stated that the refreshed positioning, ‘No Taste Like Home’ is grounded in one of the most comprehensive consumer insight journeys it has ever undertaken. It led to the uncovering of a consistent theme: the distinctive taste of Ribena evokes 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 – their living room transforms into a rainy British summer, where they relive a happy childhood moment splashing in puddles as their mum calls them in. The lead ad achieved a top-tier score in System research, indicating exceptional growth.
Sarah Fleetwood, Head of Ribena, Suntory Beverage & Food GB&I, commented: “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 £7m 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.”
