We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • ribena - ribenary 1
  • ribena - ribenary 2
  • ribena - ribenary 3
  • ribena - ribenary 4

You can’t get any more Ribenary

Client: GlaxoSmithKline
Brand: Ribena

The new campaign from Ribena, Britain’s Number 1 Drink Now Juice Drink sees the brand being re-launched with a significant strategic shift in its positioning and advertising style.

It features a new and playful Ribenary world, as the fruit drink moves from solely targetting parents with messaging focussed around health, into a more visually intense ‘taste’ territory primarily targeting a pre-family audience of young adults.

The new creative idea brings to life the moment of tasting and feeling Ribena with an intense visual depiction of a Ribenary world.

The new work also moves the emphasis from Ribena squash to focussing on the wide-range of flavours in its ready-to-drink range.

The work includes the new line “You can’t get any more Ribenary”, which research highlighted as the only way to describe the unique, bold taste of Ribena: it’s a taste that the audience agrees is truly unmistakable and incomparable to other juice drinks.

Hannah Norbury, Marketing Director at Ribena, said: “We’re thrilled with the new campaign for Ribena. It’s the beginning of an exciting new chapter for this iconic British brand, and we’re delighted with this work developed with J. Walter Thompson that engages our young adult audience through our new brand positioning.”

John Cherry, Creative Director at J. Walter Thompson, said: “The chance to work on a brand like Ribena is always a great one, but to be able to launch a new direction is amazing. We’ve attempted to create an intense, playful and visually striking campaign bringing to life the almost impossible-to-describe taste of Ribena.”

Your session will expire in xx.xx
Continue or Log Out