Ribena has unveiled a new look and a new £7m advertising campaign, ‘There’s No Taste Like Home’.
New pack designs focuse on maximising and modernising Ribena’s distinctive assets, reinforcing what shoppers naturally associate with the brand while helping it to stand out on shelves with more vibrant colouring. In consumer testing, the new look improved purchasing intent, unaided recall, taste and overall appeal.
Nearly two years in the making, ‘No Taste Like Home’ is built around consumer research that found that the taste of Ribena evokes powerful childhood memories and feelings of family connection.
The campaign is spearheaded by two films that follow a pair of siblings sharing a glass of Ribena. As they sit back, the taste 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.
‘No Taste Like Home’ runs through to the end of September 2025 across TV, video on demand, and YouTube, supported by instore activity.
