Ribena has revealed a refreshed packaging design across its entire range of soft drinks, available in 500ml format, before rolling out across all RTD, carton and squash formats throughout the year.
The new look bottles are hitting the shelves from April 17. The design was created to deliver greater standout on shelf and consumer testing saw purchase intent increase by 22.7% according to consumer research conducted by Market Sciences Unlimited.
The design also features an updated ‘Juicy Since 1938’ logo giving the brand a contemporary look while acknowledging its heritage.
Emmeline Purcell, senior brand manager for Ribena at Lucozade Ribena Suntory (LRS), said: “Following the successes of the Colouring Café and You Can’t Get Any More Ribenary campaigns, now is the perfect time to review the packs and make them look as delicious and fruity as the drink tastes. Our brilliant new designs reflect the fun and playful qualities of the number one juice drink brandand our testing has revealed really positive feedback.”
The activity will be supported by a £4m media spend across TV, outdoor and social media, further keeping Ribena at the forefront of consumer minds. Promotional activities will include a large-scale four week outdoor advertising campaign, TV advertising throughout June to August, a social media campaign with a predicted 25m consumer reach alongside disruptive in-store theatre promotions.
Along with the redesign, Ribena Strawberry 500ml and Mango & Lime 500ml will move to no added sugar (RRP £1.19, 500ml or £1 PMP).