Ribena: A case for the defence
Ribena was losing revenues and relevance as squash sales fell and new premium soft drinks entered the market. The brand needed to regain salience and attract new young adult buyers. It took a bold step to move away from its brand heritage to prioritise the Ready to Drink (RTD) and out of home drinks opportunities. Creative emphasised the experience of tasting Ribena with a quirky colour-filled world evoked via TV, outdoor, an app, social, and experiential. Awareness, relevance and taste metrics all grew. Ribena experienced 3.4% value growth despite an 11.1% decline in the RTD category. An estimated £24.1m of incremental revenue was generated and Ribena’s master brand returned to growth from an 8.7% decline.