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Ribena set for new brand positioning with JWT hire

Ribena has tasked J. Walter Thompson (JWT) London to refresh the brand in a way that broadens its appeal to new customers.

Further details on the brief are scarce with JWT currently working away at potential ideas.

Change for Ribena has been coming since it was sold by GlaxoSmithKline, alongside Lucozade, to Japanese consumer goods company Suntory in 2013. Suntory has bided its time with Ribena with the biggest push focused on a £5m campaign last June to try and differentiate the Ribena Plus variant from the core drink.

Hannah Norbury, marketing director for Ribena, said: “We are very excited that JWT will be joining us on the next phase in the history of this great brand. As well as showing some strong strategic thinking, the pitch team demonstrated a deep understanding of the brand’s rich history, its wonderful personality and the great opportunities that lie ahead.”

John Cherry, the creative director who worked on JWT’s pitch, added:” Quite simply Ribena is great. It holds a special place in the hearts of the British public. To get the opportunity to move it forward and make it even more loved is truly fantastic.”

JWT will work alongside Ribena’s global advertising agency Grey London, which landed the account in 2013.

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