RIBENARY - TV/OOH/APP
Ribena wanted to reposition itself to young adults and away from their traditional “mum” target. Supermarket sales were falling and they knew cartoon berries didn’t get their new targets attention. Ribena is unique, especially its taste, its full of nostalgia for most adults. We wanted work to be as unique as Ribena’s taste itself, but also give young adults of the snapchat/insta/meme generation something to be nostalgic about in the future. The answer was to go a bit bonkers. It worked. Sales and awareness grew hugely with the younger target, but also with the “mum” group as well. They came close to running out of the ready-to-drink bottles at the end of summer. The rebrand campaign was voted one of the top ten campaigns of 2015 by the Guardian.
Role: Creative Director
Agency: JWT
Dir: Christos & Yannis
RIBENA ANTHEM - ZOOBY DOO
The music created for the TV ad with Tigermonkey became a No1 Spotify download beating Justin Bieber and became a popular festival favourite.
RIBENARY - POSTERS
We intentionally went with a big packshot celebrating and going as totally bizarre and as Ribenary as possible.
DOODLE YOUR WORLD - APP/PACKAGING/SOCIAL
Ribena is about play encouraging it and enabling moments of it, so we wanted people to add a bit more of the bizarre world of Ribena to their everyday and their social posts, so we created an app, well not just an app and augmented reality photo and video app and we enabled all Ribena packs to generate animated Ribenary situations, the posters even unlocked more animations for you to use and share.
