Suntory Beverage has backed Ribena with a relaunch that includes a £7m TV advert.
The blackcurrant-based drink has revealed a new look in a bid to “drive more shoppers to rediscover their favourite childhood drink”.
The new design aims to drive shelf stand out with more vibrant colouring, said Ribena.
In consumer testing, the refreshed pack “improved purchasing, unaided recall, taste and overall appeal”, added the brand.
Central to the new TV advert ‘No Taste Like Home’ is two films that follow a pair of siblings sharing a glass of Ribena.
As they sit back, the unique taste of the drink 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.
Ribena has invested £7m across TV, VoD, YouTube and 60,000 points of disruption in store to bring the films to life. The activity will run nationwide until September.
“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,” said Sarah Fleetwood, head of Ribena at Suntory Beverage & Food GB&I.
“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.”
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