New Ribena ads sparkle

Hong Kong - GlaxoSmithKline has launched two independent Grey conceptualised ad campaigns to promote its latest product, sparkling Ribena light as well as iced lemon Ribena at cafeterias, aimed at the 15 to 45 demographic who are typically health conscious.

In sparkling Ribena light's launch campaign which kicked off last week, the 30 seconds TVC themed ‘temptation', features a male youth meditating on the beach and audiences get a glimpse into his mind where he is resisting from fizzy drinks. A bikini clad girl then appears and passes him a sparkling Ribena light.

"As the society becomes more health-conscious, many people are faced with the dilemma of being emotionally tempted by fizzy drinks but rationally trying to avoid them. Our new sparkling Ribena light TVC is built on such a consumer insight to dramatise the fact that it can be a choice for that kind of people because it offers both sparkling enjoyment and nutritional value," Bernard Wong, group account director for Grey Hong Kong said.

For the iced lemon Ribena campaign, the 15 seconds spot titled ‘Robot' features a waiter taking food orders from customers who reply in ‘robot-like' tones when ordering beverages at the local cafeteria. The next scene cuts to a heroine who stood out with her sweet melodious voice saying, "Iced lemon Ribena, please!"

The TVC, aimed at driving consumption of iced lemon Ribena at local cafeterias targeting office ladies, challenges the cafeteria-goers' behaviour by dramatising that they are like robots living boring routine lives highlighting the message that lemon Ribena in contrast, is a "fun, refreshing and healthy beverage choice in cafeteria".

The two campaigns will be running in bursts until the end of the year on terrestrial TV stations, POP at cafeteria and retail.

Mediacom handled media buying and planning for both campaigns.