Ribena: A case for the defence

Ribena, a blackcurrant-based uncarbonated soft drink, moved away from its heartland 'in-home squash drinking' to focus on its ready-to-drink (RTD) range by launching a TV and VOD campaign.

Campaign details

Brand: Ribena 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. And increasing penetration to deliver growth has been the common theme of recent IPA Effectiveness papers.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands