Modern Marketing New Business

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

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.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

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.

Modern Marketing New Business

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +