Ribena unveils new look ‘Plus’ range
GlaxoSmithKline has rolled out its largest drinks launch in over 20 years this week, Ribena Plus.
The revamped juice drink builds on the success of traditional Ribena but with added vitamins and minerals designed to appeal to an increasingly health conscious market.
GSK are supporting the launch with a £6m marketing budget and have appointed brand storytelling agency Aesop to design the packaging – which is intended to appeal to young women and mums.
Explaining his agency’s approach Aesop executive creative director Martin Grimer said: “We moved on Ribena’s visual equities by introducing a healthy helix device that brings together both taste and refreshment and also suggests science and dynamism. It’s the Ribena everyone loves, but credibly healthier.”
Hannah Norbury, group brand manager, at Ribena said: “Aesop really challenged us to move beyond the boundaries of the existing visual assets associated with the brand in order to develop a design for Plus that signified this is something new and different from Ribena.
“The resulting design is one that still retains the quality and fruit goodness cues associated with Ribena, but also introduce an element of health and science to reflect the added health benefits that make it Ribena Plus.”