Ribena redesigns in push to target older consumers

by Mark Banham Brand Republic 29-Jan-07, 15:10

LONDON - GlaxoSmithKline brand Ribena is to redesign its packaging as part of its 70th anniversary celebrations.

The new look packaging is designed to appeal to a young adult audience, as part of the brand's ongoing repositioning to target a slightly older demographic.

GSK said the redesign, by the design agency Sea Change, is meant to reflect "Ribena's heritage of growing fruit in the countryside and the new range of flavours available to consumers".

Countryside affiliation is emphasised on pack through images of native wildlife, such as butterflies and dandelions.

The new packaging will also feature guideline daily amounts, demonstrating Ribena's continued desire to be transparent by enabling consumers to make informed decisions about lifestyle choices.

Anne MacCaig, marketing director at Ribena, said: "The inspiration for the new pack design was drawn from Ribena's origins: the countryside. We're confident that the brand's new look will be popular among young adults, and will help to drive brand and category growth."

The new-look Ribena will roll out across all pack formats from late January onwards, to coincide with heavyweight trade marketing promotional activity.

In October, Ribena revealed that it was to launch an online brand campaign to raise awareness of the drink and position it as a healthy adult beverage.

The interactive push used brand recall to measure effectiveness. Created by digital agency Play, with media through MediaCom, it features two separate executions; one targeting men and one targeting women.

Ribena was the first UK drink product to launch in the iconic ready-to-drink carton in 1982. It is now sold in more than 20 countries around the world.

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