Following Ribena’s “most comprehensive” insight journey to date, the brand has refreshed its identity and launched a new campaign, encouraging shoppers to “rediscover” the drink.
Ribena has refreshed its identity and launched a new brand campaign, aimed at encouraging shoppers to “rediscover” the brand.
Backed by a £7m investment, ‘There’s No Taste Like Home’ launches this July and will run through to September across TV, VoD and YouTube. In-store, the push will be supported by 60,000 points of disruption.
At the heart of the campaign are two films featuring siblings sharing a glass of Ribena, sparking a transformation of their surroundings into a scene from their childhood. The lead ad scored the highest possible score of 5.9 among soft drinks buyers in System1 testing.
Ribena has refreshed its identity and launched a new brand campaign, aimed at encouraging shoppers to “rediscover” the brand.
Backed by a £7m investment, ‘There’s No Taste Like Home’ launches this July and will run through to September across TV, VoD and YouTube. In-store, the push will be supported by 60,000 points of disruption.
At the heart of the campaign are two films featuring siblings sharing a glass of Ribena, sparking a transformation of their surroundings into a scene from their childhood. The lead ad scored the highest possible score of 5.9 among soft drinks buyers in System1 testing.
The campaign is underpinned by one of Ribena’s “most comprehensive” insight journeys to date. As part of parent company Suntory’s Core Brand Innovation (CBI) programme, the brand consulted more than 1,000 consumers through ethnographic studies, focus groups and quantitative research. A key takeaway, it claims, is that Ribena’s taste is tied to nostalgic memories of childhood.Brands will be ‘eaten alive’ by private label if they don’t invest, warns Suntory marketing chief
“Ribena has been loved by British families for generations and today it continues to evoke powerful feelings of comfort and connection for so many people,” explains Sarah Fleetwood, head of Ribena at Suntory Beverages GB&I.
“Not only do we think that is what makes our brand unique, but it’s something worth celebrating, which is what we set out to do with this new refresh.”
Meanwhile, its new visual identity focuses on “amplifying” its distinctive assets, with a larger logo and a new droplet icon. The brand claims that consumer testing showed that the refreshed pack improved purchasing, unaided recall, taste and overall appeal, while remaining recognisably Ribena.
This isn’t Ribena’s first foray into memory-fuelled marketing. In 2023, it revived its classic ‘Summertime Berries’ ad for its 85th birthday.
In 2019, Ribena repositioned with its ‘Blackcurrant Artistry since 1938’ platform, a move aimed at highlighting its heritage and future-proofing the brand to reach older audiences in a challenging juice market. This followed its repositioning in 2016 to reach a young adult audience with a “modern and relevant” £6m campaign.
