M&C Saatchi snatches £3m Ribena account from Grey

LONDON - M&C Saatchi is replacing Grey London on GlaxoSmithKline's Ribena business, with a brief to extend the brand's appeal.

The new agency's first task will be to launch Ribena Really Light, a replacement for the Ribena Toothkind and Ribena Light sub-brands. Budgets are undisclosed, although GSK has traditionally supported Ribena with an annual spend of more than £3m.

GSK has been trying to extend Ribena's appeal beyond mothers ever since the controversy over the health claims made for Toothkind. The new line is intended to turn Ribena into a more potent rival to Britvic's Robinsons Fruit Shoot and to compete with Coca-Cola in convenience-store fridges.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).