Ribena campaign targets adults in the wake of war on sugar

Ribena has switched to targeting young, family-free adults in its new campaign as Tesco pulls the sugary drink, along with others aimed at kids, from its stores.

J Walter Thompson created the campaign for the brand, which previously aimed its ads at children. The new TV spot opens on a typical English landscape and then scrolls along, adding dozens of surreal or berry-related characters until it resembles a bizarre tapestry

The deluge of imagery is complemented by a repetitive electronic track called Zooby Doo, by Tiger Monkey, and a voiceover from Norman Lovett, who played Holly in the original series of Red Dwarf.

The ad ends with the brand’s new strap line, "You can’t get any more Ribenary".

The spot, which will run on TV and video-on-demand, is part of the brand's £6 million marketing campaign and will be backed by social media and outdoor executions.  MediaCom was the media agency.

The ad is JWT’s first work for Ribena since being appointed the brand’s strategic partner after a competitive pitch in February 2015.

Hannah Norbury, Ribena’s marketing director, said: "We’re thrilled with the new campaign for Ribena. It’s the beginning of an exciting new chapter for this iconic British brand, and we’re delighted with this work developed with J Walter Thompson that engages our young adult audience through our new brand positioning."

At the end of July, Tesco announced that it would de-list any drinks from its children's range that contained added sugar.

The move came amid campaigning from groups such as Action On Sugar, which claim sugar is damaging children’s health.