Soft drinks brand Ribena has unveiled a new look on shelf and a new advertising campaign, ‘There’s No Taste Like Home’.
Backed by a £7 million investment, the relaunch focuses on brand building and driving more shoppers to rediscover their favourite childhood drink for themselves and their families.
Ribena’s new look and feel nods to its timeless heritage with British families whilst resonating with today’s soft drink consumer. The new design focused on maximising and modernising Ribena’s distinctive assets, reinforcing what shoppers naturally associate with the brand while helping it to stand out on the shelf with more vibrant colouring.
The brand said the refreshed pack improved purchasing, unaided recall, taste and overall appeal in consumer testing – all while remaining recognisably Ribena.
Nearly two years in the making, Ribena’s refreshed positioning, ‘No Taste Like Home’ is grounded in one of the most comprehensive consumer insight journeys the brand has ever undertaken. It led to the uncovering of a consistent theme: the distinctive taste of Ribena evokes powerful childhood memories and the comfort of moments of family connection.
At the heart of the new advertising campaign are two films that follow a pair of siblings sharing a glass of Ribena. As they sit back, the unique taste of Ribena 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. The lead ad achieved a top-tier score in System1 research, indicating exceptional growth.
“For generations, Ribena has been and continues to be one of Britain’s most popular soft drinks. This year is set to be a transformational year for our brand with a new refresh and a £7million investment in our ‘No Taste Like Home’ campaign,” Sarah Fleetwood, Head of Ribena, Suntory Beverage & Food GB&I, commented.
“It’s not so much a new campaign as a dial-up of our roots, as we proudly turn up the volume on what makes Ribena special for our consumers and drive relevance with families today. We’re excited to work with our customers on unmissable activations across the summer.”
Ribena is one of the nation’s most recognisable and loved soft drink brands, with a current value of £125 million [Nielsen 52 weeks MAT, w/e 24.05.25]. Ribena Squash is currently outperforming the category and growing by 5.8 per cent in both value and volume YTD.
To bring the campaign to life, Ribena is investing £7 million across TV, VoD, YouTube and 60,000 points of disruption in store. The activity will run nationwide from July to September.