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BBH’s debut campaign for Ribena interrupts awkward moments to say ‘Chin Up’

By John Glenday | Reporter

May 31, 2022 | 4 min read

Ribena is looking on the bright side of life with a new tagline designed to make the brand more relatable to anyone who has struggled to parallel park, mistimed a handshake or been looked down upon by a cat.

The humorous ‘Chin Up’ campaign is Ribena’s first under the guidance of BBH and shows that while life’s little mishaps can be cringe-inducing when they happen, they can also be a source of humor.

As the beginning of a long-term brand platform, the £7m campaign is primed for the peak summer season to reach an impressive 91% of UK adults.


Ribena makes light of life’s awkward moments with its 'Chin Up’ campaign

Charlotte Flook, head of Ribena at Suntory Beverage & Food GB&I, said: “‘Chin Up’ puts our brand’s cheeky irreverent personality at its heart by encouraging the nation to reach for a Ribena to help them laugh through life’s awkward little stumbles.

“This new positioning will drive reappraisal of the drink to help retailers to grow their sales of the brand in-store across our ever-popular ready-to-drink and squash ranges and give their category sales a lift. BBH’s clear-eyed thinking about the direction the brand must head in makes a huge amount of sense, and the creative way they’ve brought it to life with ‘Chin Up’ is a joy.”

Built around twin films, the first shows a man attempting a difficult parallel park, only to be disparaged by judgemental cats for his embarrassing performance. Only a swig of Ribena can save the day as one slurp later the tables are turned and one of the cats is put in the driving seat.

A second video depicts a woman checking her image in a tinted car window only to find herself on the receiving end of the unwanted stare of the seated driver, before a bottle of Ribena turns the situation on its head.

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The campaign is set to debut tomorrow on ITV, Channel 4 Finecast and Sky with accompanying online video, out-of-home (OOH), social media and in-store marketing, urging shoppers to reach for the purple stuff “when it’s Ri-bena bit awkward.”

BBH saw off competition from Omnicom’s Adam & Eve/DDB, Accenture Interactive’s Karmarama and independent shop Creature for the drink brand’s business.

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