Suntory Beverage has backed Ribena with a relaunch that includes a £7m TV advert. The blackcurrant-based drink has revealed a new look in a bid to “drive more shoppers to rediscover their favourite childhood drink”. The new design aims to drive shelf stand out with more vibrant colouring, said Ribena. In consumer testing, the refreshed pack “improved purchasing, unaided recall, taste and overall appeal”, added the brand. Central to the new TV advert ‘No Taste Like Home’ is two films that follow a pair of siblings sharing a glass of Ribena. As they sit back, the unique taste of the drink triggers a powerful memory. Their living room transforms into a rainy British summer, where they relive a happy childhood moment splashing in puddles as their mum calls them in. Ribena has invested £7m across TV, VoD, YouTube and 60,000 points of disruption in store to bring the films to life. The activity will run nationwide until September.
BBQ - How will they judge if this money well spent for Ribena?