Legal blow forces Ribena marketing rethink

GlaxoSmithKline is being forced to rethink the marketing strategy behind its Ribena ToothKind soft drink brand after losing a High Court appeal case which sought to defend its tooth-friendly image.

LONDON (Brand Republic) - GlaxoSmithKline is being forced to rethink the marketing strategy behind its Ribena ToothKind soft drink brand after losing a High Court appeal case which sought to defend its tooth-friendly image.

GlaxoSmithKline challenged a ruling from the Advertising Standards Authority that said its claim that Ribena ToothKind did not encourage tooth decay was “misleading”. Mr Justice Hunt yesterday backed the ASA view and said that was only the case when it was compared with other soft drinks.

Despite this, the British Dental Association has stood by its decision to endorse Ribena ToothKind “as a drink dentists can recommend with confidence”.



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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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