Ribena brings back Berry characters in latest ad push
Share
Ribena is reintroducing its Ribena Berry characters that were made famous in its advertising during the 1980s, as part of its latest ad push.
The 21st century version of the Berry characters debut this month in a new £3.5m TV marketing campaign, the brand’s biggest investment in its squash range for over five years. M&C Saatchi created the ads.
GlaxoSmithKline, Ribena’s owners, says the move has been developed to drive increased sales of Ribena. The animated Berry characters are designed to resemble the British blackcurrants harvested to make Ribena and will be used to tell mums that Ribena is made with British blackcurrants sourced from 39 growers.
In the ad, the Berry characters are seen taking viewers along the journey of a Ribena blackcurrant, starting life in a blackcurrant bush on a Ribena farm, travelling through the countryside and finally ending up in the drink.
Peter Harding, vice president and general manager of GSK Nutritional Healthcare says: “We’re excited to be relaunching the iconic Ribena Berry characters from the 1980s and will be featuring them in a major new £3.5 million TV advertising and marketing campaign targeting mums. Retailers should stock up on the range of best selling Ribena juice drinks and squashes in order to capitalise on the expected increased sales that this campaign will generate.”
The new TV ad campaign breaks tonight (14 April) and will run throughout the summer along with a radio campaign and other marketing activity to engage with mums.
Readers' comments (4)
Simon Sterland @ Rhetoric | Wed, 14 Apr 2010 5:30 pm
This return to themes and icons from advertising campaigns from the seventies and eighties, seems to be coming a growing trend with Brand Marketing at the moment. I suspect that in these times of great insecurity and austerity, it's designed to take the consumer back to a warm, cosy comfort zone that made society seem more consumer friendly. Please see my recent blog article on this very topic..... http://www.rhetoric-artofpersuasion.com/brand-marketing/nostalgia-is-not-a-thing-of-the-past-it-sells-just-ask-oxo/
Unsuitable or offensive? Report this comment
NORAIN AZRIENA | Mon, 26 Jul 2010 4:36 am
Apa Ciri-ciri Ribena?
Unsuitable or offensive? Report this comment
cathryn | Thu, 29 Jul 2010 10:59 pm
love this guys voice! Who's singing it please? Anyone know?
Unsuitable or offensive? Report this comment
cathryn rowe | Thu, 29 Jul 2010 11:01 pm
anyone know who has the Ribena voice on recent advert pls?
Unsuitable or offensive? Report this comment