Ribena Transforms Scrap to Gold
Cindy Chia, Soo Wai Ching
Campaign details
Brand: RibenaBrand owner: Suntory Beverages & Food Malaysia Sdn. Bhd.Lead agency: Mindshare MalaysiaContributing agencies: Grey Worldwide, BW CreativesCountry: MalaysiaIndustry: Fruit & vegetable juicesMedia: Point-of-purchase, in-storeBudget: Up to 500k
Executive summary
Ribena, an English origin brand of blackcurrant-based uncarbonated and carbonated soft drinks, was launching a new ready-to-drink (RTD) variant to capture the youth segment in Malaysia. Malaysia's Mamak restaurants, some of the most popular hangout places for the country's young people, could become...