Colouring Café: how Ribena repositioned to reach young millennials
Ribena, the British drinks brand, had always thought its key consumption group was children, and so aimed its messaging and advertising at the gatekeepers of what children consume: mothers. But when the company was chasing a broader market, wanting to attract more people, it took another look at who was consuming Ribena – and was surprised at the results.
"We found that actually a lot of our consumption is coming from a younger, pre-family band," said Emmeline Purcell, senior brand manager at Ribena. She was speaking at the Festival...