Agency: Grey Advertising | Author: Katie Munson |
The Ribenaberries - Supporting a premium against all the odds
INTRODUCTION
Launched in 1937 as a vitamin C drink for sale exclusively through hospitals and maternity homes, Ribena is now the fourth biggest soft drink brand in the UK. Since the mid 1980s, advertising has played a very successful part in reversing the fortunes of the brand.
This paper sets out to prove that the Ribenaberry advertising campaign helped to support a premium brand and justify the price differential made necessary by Ribena's high quality ingredients. This has been achieved in very...