Advertiser: Lucozade Ribena Suntory
Agency: J. Walter Thompson
A uniquely Ribenary tale
Through How Brands Grow, Byron Sharp has built on and popularised much of Andrew Ehrenberg's original research into consumer buying patterns.1 And increasing penetration to deliver growth has been the common theme of recent IPA Effectiveness papers.
However, Ehrenberg also stated that advertising's role was primarily a defensive one and, as more and more marketing budgets face the axe,2 and zero-based budgeting becomes the norm,3 we should also celebrate its ability to protect sales, as much as we champion its ability to grow them.4
This is a two-fold story, one of growth but also one of defence. The tale of how Ribena took the bold decision to move away from its heartland in-home squash drinking to focus on its ready-to-drink (RTD) range. And how it was rewarded with 3.4% value growth in a RTD category that declined 11.1% (Figure 28).5