You Can’t Get Any More Ribenary
Ribena
“Every inch of this ad is cool – if your idea of cool is hedgehogs with top hats and mine is.”
Best ads of 2015 - The Guardian
Ribena wanted to move away from “mum” and target younger adults. Supermarket sales were falling, cartoon berries just didn’t cut it. Ribena has a unique taste, it holds nostalgia for most adults. The new Ribena needed to be as unique as Ribena’s taste, but also live in the snapchat/insta/meme world the target gulps down. The answer was to go a bit bonkers. It worked. Sales and awareness grew hugely with the target, but also with the “mum” group as well. They almost ran out of ready-to-drink bottles at the end of summer. The rebrand campaign was voted one of the top ten campaigns of 2015 by the Guardian.
Role: Creative Director
Agency: JWT
Dir: Christos & Yannis
Prod: No Mint
Ribena Anthem - Zooby Doo
The music we made with Tigermonkey became the No1 Spotify download, beating Justin Bieber and became a popular festival favourite.
Ribenary Posters
Doodle Your World
Ribena is about play, encouraging it and enabling moments of it, so we wanted people to add a bit more of the bizarre world of Ribena to their everyday and their social posts, so we created an AR app and we enabled all Ribena packs to generate animated Ribenary situations, the posters even unlocked more animations for you to use and share.
