Ribena unveils new brand positioning with £7m campaign


Ribena has announced a new campaign, unveiling a new brand positioning to drive further relevancy across its range of drinks and help retailers grow their sales.

The brand is rolling out a new cheeky campaign this summer, ‘Chin Up’, which helps people laugh through life’s little stumbles. The campaign is rooted in those awkward moments that at the time make you want the ground to swallow you up but when shared with friends, these moments make everyone laugh.

The fun new creative is driven by the tagline Chin Up, which is also a link to the physical action of taking a sip of Ribena.

Ribena said the campaign is set to make a splash in retailers’ soft drinks sales during the summer selling season and beyond with a raft of creative executions. These include a brand-new TV commercial, online video, OOH, social media and in store marketing prompting shoppers to reach for the drink “when it’s Ri-bena bit awkward”.

Launching today with a huge £7 million of investment, the campaign is expected to reach a significant 91 per cent of adults in the UK, at least seven times. It run throughout the year across all key channels.

“Ribena is an icon of the soft drinks category – in fact, we’ve been bringing our incredible taste to consumers in the UK for over eight decades now! With the brand in strong growth of +15 per cent, now is the perfect time to launch our new campaign,” Charlotte Flook, head of Ribena at Suntory Beverage & Food GB&I, said.

“‘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.”

Flook urged retailers to ensure that their chillers and soft drink aisles are well stocked across the brand’s core range to take advantage of the buzz created by this engaging new campaign. They can also display the unique campaign point-of-sale materials to bring ‘Chin Up’ to life in store.