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Ribena: Blackcurrant Artistry since 1938
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A new 6.2M pound marketing campaign from Ribena will tap into the heritage of the brand and its credentials as the master crafter of blackcurrants in a modern and entertaining way. The launch of Ribena's new brand platform - Blackcurrant Artistry since 1938 - will playfully tell the story of the true craft behind Ribena reimagining this very British drink as a work of art. Created and produced by agency J. Walter Thompson (newly merged into Wunderman Thompson), it will showcase the quality, natural origins and authenticity of the Ribena brand across TV, video-on-demand, YouTube, out of home, social media, sampling and digital support. The Blackcurrant Artistry campaign uses a combination of beautiful imagery and tongue-in-cheek humour to help drive Ribena’s relevance with consumers of all ages. It spans across the range, including Ribena’s 500ml ready-to-drink format, squash, cartons, and the new Ribena Frusion sub-brand. This will help build on the success of the brand’s previous Ribenary campaign. It will include a strong focus on the new Ribena Frusion range, a line-up of blackcurrant waters naturally infused with real fruits and botanicals, which hit shelves this month.
Head of Brand: Charlotte Flook Related
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