Ribena marks 85th anniversary by returning berry characters in £5m marketing push
The famous fruits last made an appearance on people’s TV screens back in 2014.
Blackcurrant drink Ribena is revisiting an old favorite just in time for a big birthday celebration for the brand. In the animated spot, viewers take a trip to a farm where the little round purple cartoons frolic around as each berry tries to secure its place in the next harvest.
There’s a £5m investment behind the campaign, which will be running throughout the summer months. There’s also a huge partnership with Hasbro, offering people the chance to win family games every hour through a special on-pack promotion.
Throughout the next couple of months, there will also be a series of events, with further exciting collaborations to be announced.
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The ad was originally developed by M&C Saatchi, with the latest short being adapted by BBH.
Sarah Fleetwood, head of Ribena, commented: “Our classic ad brings to life the very core of what consumers know and value about the brand – amazing taste, nostalgia and being the home of the original and much-loved British blackcurrant. From our packaging and bottle design to Ribena’s long-standing partnerships with British farms and farmers, our commitment to sustainability hugely excites me. It’s the synergy between this work and the creative that resonates with viewers and celebrates our distinctiveness.
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“Not only are we reviving our much-loved Berries advert, but we’ve also helped families across the UK celebrate huge occasions, like the Coronation, with our summer events series. And to continue the 85th celebrations, we have our biggest-ever partnership with Hasbro launching in-stores, with more exciting brand partnerships to be announced later this year, which we can’t wait to reveal.”
The advertisement will first run on video-on-demand on June 1 and TV on June 5.
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