Ribena changes tack with £6m campaign

Still from Ribena 'Rinenary' advert

New activity from Ribena sees the brand being re-launched with a significant strategic shift in its positioning and advertising style.

The latest campaign features a new ‘Ribenary’ world, as the fruit drink moves from solely targeting parents with messaging focussed around health, into a more visually intense ‘taste’ territory primarily aimed at a pre-family audience of young adults.

It includes the new line “You can’t get any more Ribenary”, which research highlighted as the only way to describe the taste of Ribena.

As part of the £6m activity, the Ribenary elements will then be turned into social content with a host of interactive and sharable videos and GIFs. There will also be weekly competitions hosted on Facebook and aimed directly at the younger target audience.

The campaign is brought into the real world through digital and outdoor posters, bus sides, experiential Crazy Golf sampling and in-store activation.

Hannah Norbury, Marketing Director at Ribena, said: “We’re thrilled with the new campaign for Ribena. It’s the beginning of an exciting new chapter for this iconic British brand.”