British brand Ribena has unveiled a new brand platform highlighting the “unique” place the drink holds in people’s hearts and minds.
Devised in collaboration with creative agency BBH, ‘There’s No Taste Like Home’ aims to evoke the nostalgia of childhood memories and shared pasts.
Alex Grieve, global CCO at BBH, said: “Ribena is not just a brand, it’s a national treasure. People love Ribena because it acts like a time machine ,taking them back to the memories and moments of home that shaped them. There’s no taste like home reminds us, there’s no drink quite like Ribena.”
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The film, directed by Knucklehead’s Maceo Frost, follows a pair of siblings sharing their favourite childhood drink. Audiences are flashed back to the past as the pair relive their childhood.
Sarah Fleetwood, head of Ribena, Suntory Beverage & Food GB&I, said: “Ribena has been loved by British families for generations and today it continues to evoke powerful feelings of comfort and connection for so many people. Not only do we think that is what makes our brand unique, but it’s something worth celebrating and that’s what we set out to do with this new refresh.
“It’s not so much a new campaign as a dial-up of our roots, proudly turning up the volume on what makes Ribena special for our consumers. We looked to our heritage and the answer was easy to find – there’s no taste like Ribena and no feeling quite like being at home.”
