Ribena has unveiled a new brand positioning to drive further relevancy across its range of drinks.
The brand is rolling out a new campaign this summer that is rooted in awkward moments that at the time make you want the ground to swallow you up but appear funny with the benefit of hindsight.
With this in mind, the campaign is driven by the tagline ‘Chin Up’, which also links to the physical action of taking a sip of Ribena.
Activity includes a new TV commercial, online video, out-of-home, social media, and in-store marketing prompting shoppers to reach for the drink “when it’s Ri-bena bit awkward”.
The campaign launches on 1 June with a £7m of investment, which will help it to reach 91% of adults in the UK, at least seven times, and will run throughout the year.
Ribena advised retailers to ensure their chillers and soft drink aisles are well-stocked across the brand’s core range to take advantage of the buzz created by the campaign. POS materials to help bring ‘Chin Up’ to life in-store are also available.
Charlotte Flook, Head of Ribena at Suntory Beverage & Food GB&I, said: “With the brand in strong growth of 15%, now is the perfect time to launch our new campaign. ‘Chin Up’ puts our brand’s cheeky, irreverent personality at its heart by encouraging the nation to reach for a Ribena to help them laugh through life’s awkward little stumbles.
“This new positioning will drive reappraisal of the drink to help retailers to grow their sales of the brand in-store across our ever-popular ready-to-drink and squash ranges and give their category sales a lift.”
