Ribena’s iconic berries are bouncing back onto screens this year for a second summer season after their successful return in 2023.
The Ribena berries made their return to screens last year for the first time in almost 10 years as part of the brand’s 85th birthday celebrations and ‘Summer of Fun’ campaign.
After being seen by over 13 million people last summer, the berries will have even more screen time for 2024 and are expected to be seen by 23 million people this time. Running for one month longer than last year, the ad is live until July across TV, video-on-demand, and YouTube, helping generate top-of-mind awareness and boost visibility for the drinks as retailers start preparing for the summer selling season.
“The berries are back once again! We’re so excited this iconic and top-performing advert will be back on screens, and this summer we’re hoping to reach even more shoppers and generate extra excitement for the brand throughout the season,” Aurelie Patterson, head of Ribena, for Suntory Beverage & Food GB&I (SBF GB&I) said.
“Over 90 per cent of the blackcurrants grown in the UK go into bottles and cartons of Ribena, from 34 farms across the UK, some of whom have been working with Ribena for three generations. This advert is a true celebration ofour brand’s provenance and our drinks’ unique taste.
“Retailers should make sure they stock our best-selling range to take advantage of the increased awareness generated by our summer-long £4m marketing spend.”
The advert features the iconic berry characters enjoying the sunshine down on ‘Ribena Farm’, with one berry being catapulted into a jug of juicy Ribena. It highlights Ribena’s unique taste of ‘British blackcurrants bursting with berryness’ and reaffirms the drink’s high Vitamin C content.
A top 100 UK grocery brand worth £120 million in retail sales, the Ribena range features 6 x 500ml SKUs including Blackcurrant, Blackcurrant Light, Pineapple and Passionfruit, Mango and Lime, and Strawberry.
In 2023, Ribena Light Blackcurrant 500ml was the biggest selling no-added sugar juice drink of the year and is now worth £17m in sales.
