The Introduction of Ready to Drink Ribena

Describes launch of a new variant of Ribena, aimed at increasing out-of-home consumption and broadening the franchise.
Agency: D'Arcy Macmanus & MasiusAuthor: Gerard Smith

The Introduction of Ready to Drink Ribena

INTRODUCTION

One of the ways advertising works is by providing information. Indeed, unglamorous though this is, it is the original reason for advertising. This case history provides a reaffirmation of the benefits of advertising working in this way in launching a new product, in this case Ready to Drink (RTD) Ribena made by Beecham Foods.

The evidence that the advertising proved to be both effective and profitable is easily available because the company launched the product into two test areas, one with...

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