Ribena
Chin Up
Capabilities:
The family cupboard-staple delivers all the warm fuzzies. But we found that consumers associate the brand with a sense of nostalgia, rather than a modern brand of today.
This is the story of how Ribena found its way back into British culture, for everyone to enjoy.
CAMPAIGN
Ad of the Day
AD AGE
Creative Pick of the Day
SHOTS
Ad of the Week
Young adults love Ribena, but they don’t drink it. This started to show in the numbers. Time to return Ribena to market-leading growth.
From category conventional refreshment to cringe culture.
We know young people ‘feel’ life’s little stumbles pretty deeply, and that they turn to surreal, dry humour to get through the trickier times.
We can’t solve their problems but we can give them a laugh.
So we leaned into this with a brand platform built around self-deprecation, surrealism, and camaraderie, with technicolour supercharging the purple and a youthful new illustration style.
Chin Up. Ribena helps us see the humour in life’s awkward little stumbles.
Our work for Ribena is fresh to the market, so we’re still looking at our impact. Watch this space.