New £5m Ribena campaign explores mums 'creative truths' in first live action TV spot since 2007

Ribena returns to TV screens this Monday (17 March) with its first ‘live action’ TV ad since 2007.

Part of a £5m campaign the creative from M&C Saatchi plays on mums well-known techniques for smuggling goodness into their kids to highlight the benefits of Ribena Plus.

The spot plays on the universal truth that mums have to be creative with the truth in order to get their kids to do what is best. The 30 second spot, narrated by a little boy, explores the adventures and discoveries he makes with his sister as they put mums words to the test, such as ‘does the ice cream van really stop serving ice cream when the music plays?’ and ‘does the internet really turn off at six?’.

Hannah Norbury, marketing director at Ribena, explains: “With Ribena Plus we have lots of messages to communicate – no added sugar, added vitamins and calcium, and new flavours, and this campaign brings them all together perfectly in a fun and engaging way. Ribena Plus makes it easy for mums to get goodness into their children – it offers the delicious taste kids love, with the extra health benefits mums are looking for.”

M&C Saatchi managing partner Camilla Kemp added: “We’re delighted with the work. Moving from animation to live action we’ve created an engaging, playful, and honest campaign that shows how Ribena Plus can be a great ally in mum’s quest for added goodness.”

The ad closes with the strapline ‘Delicious Goodness. No Kidding’ to reiterate the Ribena Plus is perfect for mums and kids alike.

Additional press, digital display, PR and in-store activity will support the TV promotion.

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian