Ribena Transforms Scrap to Gold

This case study describes how Ribena, an English origin brand of blackcurrant-based uncarbonated and carbonated soft drinks, promoted its new drink variant to restaurant customers in Malaysia by using a branded card as its new advertising platform.

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...

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