Ribena is purporting to reposition itself as an artisan product in a new campaign by Wunderman Thompson UK.
The brand, owned by Lucozade Ribena Suntory, is planning £6.2m of marketing spend across TV, video-on-demand, YouTube, out-of-home, social media, sampling and digital.
The TV spot features "blackcurrant artist" Andrew Berry musing on the dedicated approach he takes to his job – "blackcurrants are my paint; the field, my canvas" – before he is snapped out of his reverie by a supervisor. It ends with the tagline: "Blackcurrant artistry since 1938."
It was created by Rob Bovington and Stephen Webley, and directed by Big Red Button through Biscuit Filmworks. The media agency is MediaCom.
The ad will be supported by executions across out-of-home, video-on-demand and YouTube to promote Ribena Frusion, a new range of blackcurrant-flavoured waters infused with fruits and botanicals.
Charlotte Flook, head of Ribena at Lucozade Ribena Suntory, said the campaign had produced "really strong results" in consumer testing, finishing in the top 13% of ads tested by System1 for market share growth potential.
"Ribena’s blackcurrants are one of the most distinctive assets in the soft-drinks market, so we are going back to our roots for a new beginning, to focus more on what goes into the heart of Ribena," Flook said.
"By communicating the launch of Ribena Frusion as part of a brand new, modern platform, we are confident that we can take this even further and increase our appeal with adult consumers."