The Ribenaberries - Supporting a premium against all the odds

1987-95 brand-building TV campaign for Ribena, using the `Ribenaberries'. Results: short-term: decline in perceptions of core Ribena brand strengths arrested (Millward Brown tracking); build in volume and price premium (Nielsen); long-term: overall volume growth1987-91 sustained at higher level 1991-5 (Nielsen); higher share maintained, of blackcurrant health drinks, of the wider dilutables market (volume and value); price premium sustained.
Agency: Grey AdvertisingAuthor: 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...

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