Ribena has launched an all-new campaign and brand platform in collaboration with London agency BBH, investing £7 million in what it has termed a ‘new, long-term’ strategy shift.

Set to hit TV screens across the UK and Ireland from tomorrow (1 June) the new campaign, named ‘Chin Up!’ is centred around two 30-second spots encouraging the public to reach for a bottle of Ribena when faced with life’s difficult moments.

Airing on ITV, Channel 4 and Sky, the new ads will also be rolled out across online video and social media, in addition to dedicated out-of-home materials, which will also include bespoke in-store marketing activations.

Set to be BBH’s inaugural campaign for the Suntory-owned brand, ‘Chin Up’ will aim to maximise Ribena brand awareness over the summer months, in what is considered its key commercial season. Suntory has staked a significant investment on this latest push, with which it is hoping to reach a staggering 91% of British adults.

“Ribena is an icon mainstay of the soft drinks category. With the brand in strong growth of +15%, now is the perfect time to launch our new campaign,” Suntory Beverage & Food GB&I Ribena head, Charlotte Flook said.

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“This new positioning will drive reappraisal of the drink to help retailers to grow their sales of the brand in store across our ever-popular ready-to-drink and squash ranges and give their category sales a lift.

“BBH’s clear-eyed thinking about the direction the brand must head in makes a huge amount of sense, and the creative way they’ve brought it to life with ‘Chin Up’ is a joy.”

BBH executive creative director, Helen Rhodes added: “It’s not everyday you get the chance to take an iconic, beloved British brand and reimagine it to the world.

“We took this task very seriously but we also had a lot of fun doing it. This is a brand platform with endless possibilities to get Ribena talked about in culture and beyond.”