J. Walter Thompson London has created a new campaign for Ribena to tap into the heritage of the brand and its credentials as the master crafter of blackcurrants in a modern and entertaining way.
The launch of Ribena’s new brand platform – Blackcurrant Artistry since 1938 – will playfully tell the story of the true craft behind Ribena and how we can re-imagine this very British drink as a work of art.
It will showcase the quality, naturalness and authenticity of the Ribena brand across TV, video-on-demand, YouTube, out of home, social media, sampling and digital support.
The Blackcurrant Artistry campaign uses a combination of beautiful imagery and tongue-in-cheek humour to help drive Ribena’s relevance with consumers of all ages. It spans across the range, including Ribena’s 500ml ready-to-drink format, squash, cartons, and the new Ribena Frusion sub-brand.
“We’ve conducted extensive consumer testing on our new campaign, with really strong results. In fact, this year’s TVCs are in the top 13%[i] of all UK adverts,” said Charlotte Flook, Head of Ribena at Lucozade Ribena Suntory.
“Ribena’s blackcurrants are one of the most distinctive assets in the soft drinks market, so we are going back to our roots for a new, old beginning, to focus more on what goes into the heart of Ribena. By communicating the launch of Ribena Frusion as part of a brand new, modern platform we are confident that we can take this even further and increase our appeal with adult consumers”.
The campaign will launch with a brand-led TV campaign from the 15th of April followed by a Ribena Frusion focus from May. Outdoor ads will reach 37M consumers, while video-on-demand and YouTube ads will drive 20M impressions through summer. They will be supported with social media messaging across Twitter, Instagram, Snapchat and Facebook driving 21M impressions through to May, and digital support including a bespoke geo-mobile campaign near stores to drive purchase.
Simone Forster, Chief Growth Officer at Wunderman Thompson UK said, “We are very proud of the new work which is the result of a strong partnership and really celebrates the brand’s natural passion and commitment to this tiny but powerful British fruit. We believe the new brand platform and campaign will shift perceptions and connect the brand with a wider audience within the ever-evolving and challenging soft drinks category.”
Jason Berry, Creative Director at JWT London said, “Ribena asked us to celebrate their blackcurrants and return to the farm to tell a provenance story. That opened an amusing door to reimagine their farmers as dedicated, obsessed artists. Thanks to a great relationship with Ribena we took risks and had fun with the idea.”