RIBENA GLOBAL RESTAGE
When Ribena was created in 1938, it was based on a real consumer need, a severe lack of Vitamin C in the UK.
Over the decades, it has steadily grown around the globe, often though as a local enterprise brand, the result being a fragmented look to the brand, with 5 brand marques live in 2013.
The 2014 restage, for the first time ever, took the entire Ribena global portfolio, rebalanced its ‘Brand Heart’ and created a unified portfolio overhaul, based around a central own-able brand device.
Although the modern Ribena stands for much more than just Blackcurrant, the core and heartland for the brand will always be its rich purple band anchor.
The band device, created to ensure it works in all touchpoints, directly links the fruit to the brand name, reemphasizing Ribena’s natural credentials.
