Celebrating its 85th year, Ribena, the beloved soft drink brand, is resurrecting its cherished 'Summertime' advertisement for the summer season. First unveiled by M&C Saatchi, a London agency, in 2014, the ad is set to reappear on TV screens with a contemporary twist, thanks to BBH's adaptations to suit current TV formats.
Scheduled to premiere on video-on-demand services from 1st June, the rejuvenated ad features playful CGI blackcurrant berries frolicking in a picturesque summer backdrop. This much-adored creative has consistently been a hit with fans since its original release, eliciting frequent requests for its return.
“The very essence of what consumers appreciate about Ribena - the exceptional taste, nostalgia, and being the original and much-loved British blackcurrant home - is captured by our classic ad,” says Sarah Fleetwood, Head of Brand at Ribena.
Drawing attention to the brand's commitment to sustainability and the synergy between this and the creative, Fleetwood adds, “From our package and bottle design to Ribena's enduring collaborations with British farms and farmers, this is what truly excites me. The creative resonates with viewers and celebrates our uniqueness."
Further adding to the excitement, the brand is not only reviving the popular Berries ad but has also been celebrating major occasions like the Coronation with families across the UK through their summer events series. The yearlong 85th-anniversary celebration also includes a significant partnership with Hasbro, offering consumers an opportunity to win family games every hour through a special on-pack promotion. The campaign, supported by a £5 million budget, will introduce more partnership announcements and executions throughout the summer.