Ribena introduces new product with ad campaign

Singapore - Blackcurrant-flavoured drink Ribena has just launched a Grey-created ad campaign for its new Ribena Mobile Light product, positioned as a healthy -- or ‘light' -- drink that ‘Makes everything else seem heavy'.

"The challenge for our creative team was to break away from the predictable messages that are expected of the low sugar / light / diet category of drinks," said Tay Guan Hin, Executive Creative Director, Grey Global Group, SEA.. "Consumers already understand that ‘light' connotes ‘healthier' and ‘low sugar' and it was not necessary to tell them what they know -- instead, we subtly compared Ribena Mobile Light with things that people recognise as being light."

The two press ads showed ice and bubbles in two glasses of Ribena respectively, sitting at the bottom of the glasses -- they would normally rise to the top because of their weight but did not due to the light nature of the drink. The ads appeared in TODAY, The New Paper, 8 Days, iWeekly and LIME magazine -- media was handled by MediaCompete.