Ribena is bringing back its iconic Summertime berries advert to UK television screens from today to mark the brand’s 85th birthday celebrations.
The family favourite TVC, which features Ribena’s heart-warming berry characters, is iconic. This well-known advert is rated 5.1 stars by System1 Research, and scores in the top 20 of 359 soft drink ads tested. Since the advert last aired in 2014, Ribena fans have asked for its return to screens. The brand’s 85th birthday has been used as a timely milestone to remind families that there’s nothing like Ribena.
Supported by a £5m investment, the return of the berries advert forms part of Ribena’s summer-long celebrations. The activity sees its biggest-ever partnership with Hasbro, offering the chance for consumers to win family games every hour through a special on-pack promotion, and follows a series of summer events, with further exciting partnerships to be announced.
Sarah Fleetwood, Head of Ribena, comments: “Our classic ad brings to life the very core of what consumers know and value about the brand – amazing taste, nostalgia and being the home of the original and much-loved British blackcurrant. From our packaging and bottle design to Ribena’s long-standing partnerships with British farms and farmers, our commitment to sustainability hugely excites me and it’s the synergy between this work and the creative that resonates with viewers and celebrates our distinctiveness. Not only are we reviving our much-loved Berries advert, but we’ve also helped families across the UK celebrate huge occasions, like the Coronation, with our summer events series. And to continue the 85th celebrations, we have our biggest-ever partnership with Hasbro launching in-stores, with more exciting brand partnerships to be announced later this year, which we can’t wait to reveal.”
Originally developed by M&C Saatchi, the latest advert has been adapted by BBH for today’s modern TV format, including an updated end frame and a shortened 20” version. The ad creative sees animated British blackcurrants enjoying life on the Ribena Farm with each berry shown trying to secure their place in the next harvest to end up in a refreshing bottle of Ribena, packed with Vitamin C.
The advertisement will first run on VoD on 1st June and TV on 5th June 2023.
