Ribena’s iconic blackcurrant characters are back for the first time in three years as the squash brand invests £2.5m to promote its core range.
Running for four weeks from the beginning of September the new TV advert seeks to drive relevance and front of mind awareness among both new and existing shoppers. In addition to TV, the £2.5m investment also includes outdoor advertising and shopper activation running from October. The brand’s latest launch, Ribena mango and lime squash, will also be included in the OOH push.
Hannah Norbury, Ribena marketing director, commented: “This renewed support for our Ribena core range is set to help generate growth and sales within the squash category. At Lucozade Ribena Suntory Ltd we are dedicated to not only offering shoppers great tasting products, but ensuring these are backed up with support and investment that will drive growth.
“The campaign is a great opportunity for us to showcase our range of products and remind shoppers of the choice we offer. From our Original Blackcurrant Squash, to No Added Sugar and the ready-to-drink formats, there is a delicious taste available for all occasions and preferences.”
The return of the blackcurrant characters follows Ribena’s first foray into live action since 2007 in March of this year when the brand invested £5m in a ‘creative truths’ campaign for the Ribena Plus offering.