The taste of childhood returns. Ribena leans into its heritage and the power of nostalgia to associate itself with simple pleasures, like family and the comfort of home.
The BBH London campaign, There’s No Taste Like Home, is a vicarious back to childhood experience brought about by Ribena – the joy of playing in the rain (madly inside the home) – a classic British summer unfolding inside two grown-up siblings’ living home.
The full campaign includes a collection of films, directed by Maceo Frost through Knucklehead, that capture the emotion behind the moments and memories that Ribena evokes in households across the nation.
Sarah Fleetwood, head of Ribena, Suntory Beverage & Food GB&I, commented, “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.”
Alex Grieve, global CCO at BBH, added, “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.”
The lead commercial scored a remarkable 5.9 among soft drinks buyers in System1 testing – a top-tier result that indicates exceptional growth potential. To bring the campaign to life, Ribena will invest £7 million across TV, VoD, YouTube and 60,000 points of disruption in store. The activity will run nationwide from July to September.
Credits:
Brand: Ribena
Ribena Team: Sarah Fleetwood, Bruna Goncalves Metcalf
Advertising Agency: BBH London
Global CCO: Alex Grieve
Executive Creative Director: Felipe Serradourada Guimarães
Creative Directors: Selma Ahmed, Genevieve Gransden
Planners: Emma Batho, Bethan Wotton
Client Managing Director: Bobbie Gannon
Business Lead: Sarah Rodrigues
Account Directors: Ella Mcnicholas
Account Manager: Joseph Clark
Agency Film Producer: Zoe Lynch
Agency Assistant Film Producer: Ted Macdonnell
Media Agency: Essencemediacom
Production Company: Knucklehead
Director: Maceo Frost
DoP: Mika Altskan
Producer: Matthew Brown
Production Designer: Dan Betteridge
Production Service Company: Icon Films
Producer: Beba Yordanova
Edit House: Marsheen
Editor: Dave Davis
Assistant Editor: Ian Nabong
Edit Producer: Maya Kilic & Harriet Cawley
Post-Production Company: Electric Theatre Collective
Executive Producer: Magda Krimitsou
VFX Producer: Katie Sharpe
2D Supervisor: Adam Woolwich
Designer: Betty Tzouliou
Grade: Electric Theatre Collective
Colourist: Luke Morrison
Sound Studio: Factory Studios
Sound Engineer: Jack Hallett
Audio Producer: Olivia Endersby
Music Company: Black Sheep Music
