Ribena: A case for the defence

Ribena, a blackcurrant-based uncarbonated soft drink, moved away from its heartland 'in-home squash drinking' to focus on its ready-to-drink (RTD) range by launching a TV and VOD campaign.

Campaign details

Brand: Ribena Advertiser: Lucozade Ribena Suntory Agency: J. Walter Thompson

Summary

A uniquely Ribenary tale

Through How Brands Grow, Byron Sharp has built on and popularised much of Andrew Ehrenberg's original research into consumer buying patterns. And increasing penetration to deliver growth has been the common theme of recent IPA Effectiveness papers.