Ribena Transforms Scrap to Gold

Cindy Chia, Soo Wai Ching

Campaign details

Brand: Ribena
Brand owner: Suntory Beverages & Food Malaysia Sdn. Bhd.
Lead agency: Mindshare Malaysia
Contributing agencies: Grey Worldwide, BW Creatives
Country: Malaysia
Industry: Fruit & vegetable juices
Media: Point-of-purchase, in-store
Budget: 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 a crucial distribution point of Ribena. But without a standardised advertising medium, they were not up to the task. When Ribena discovered that Mamak waiters and cashiers used pieces of scrap paper to take orders and calculate the bills, it transformed them into a new advertising touchpoint. Order & Payment cards (also fondly known as Mamak Cards) are about the size of a credit card and branded with the Ribena logo and a call to action. Waiters can now record food orders electronically, while consumers hold on to the card until they pay, prolonging brand exposure at the point of consumption and purchase. Value share in these outlets has doubled vs. three months prior to the campaign. Thanks to Ribena, Mamak Cards are now officially used in 26 of its branches.

Market background and cultural context