Grey is set to launch a pounds 5 million national TV campaign for
SmithKline Beecham’s Ribena Toothkind, marking the return of the
animated ’Ribenaberries’ after three years off the air.
The 30-second spot, which focuses on the brand’s low fruit acid content,
features the characters interacting with live action footage for the
The ad is set at ’berry boot camp’ where a human sergeant major exhorts
the berries to shape up and lose their excess fruit acids so they are
fit for Ribena Toothkind.
The berries must work their way through an assault course before he
declares them ’the best bunch of berries I ever saw’. The ad finishes as
the berries jump into the bottle. The endline reads ’Lower in fruit
’We wanted to build on the success of the brand by starting to highlight
in more detail what makes it unique among drinks. This ad clearly
communicates our low-acid proposition in a way that’s completely
consistent with core Ribena values - that is, with vitality and fun,’
Helen Gorman, the group product manager at SmithKline Beecham, said.
’The Ribenaberries are loveable little creatures who manage to bring the
benefits of Ribena to life in a way that appeals to mums and kids,’ Andy
Blackford, the creative director at Green Grey, said.
The ad was written by Jimmy Blom, art directed by Jonathon Marlow and
directed by Alisa Robbins, with animation by Eye. Media is handled by