Ribena has unveiled a new brand positioning, using comms which people can’t help but laugh along with to drive further relevancy across Ribena’s range of drinks, helping retailers grow their sales.

The brand is rolling out a new cheeky campaign this summer which helps people laugh through life’s little stumbles. The campaign is rooted in those awkward moments that at the time make you want the ground to swallow you up (like returning a wave that was meant for someone else!) but when shared with friends, these moments make everyone laugh. Ribena helps people keep their “chin up” through these moments and see the funny side.

The fun new creative is driven by the tagline ‘Chin Up’, which is also a link to the physical action of taking a sip of Ribena. The campaign is set to make a splash in retailers’ soft drinks sales during the summer selling season and beyond with a raft of creative executions. These include a brand-new TV commercial, online video, OOH, social media and in store marketing prompting shoppers to reach for the drink “when it’s Ri-bena bit awkward”.

The campaign will launch on 1st June with a huge £7M of investment which will help it to reach a significant 91% of adults in the UK, at least seven times.

Charlotte Flook, Head of Ribena at Suntory Beverage & Food GB&I said: “Ribena is an icon of the soft drinks category – in fact, we’ve been bringing our incredible taste to consumers in the UK for over eight decades now! With the brand in strong growth of +15%[i], now is the perfect time to launch our new campaign. ‘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,” concludes Flook.

Retailers should ensure their chillers and soft drink aisles are well stocked across the brand’s core range to take advantage of the buzz created by this engaging new campaign, helping shoppers to easily pick up their favourite drink. They can also display the unique campaign point-of-sale materials to bring ‘Chin Up’ to life in store.

Ribena’s ‘Chin Up’ campaign will be live from June and run throughout the year across all key channels.

[i] Nielsen L52 weeks ending Feb

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