Packaging Redesign For Ribena

Ribena, the number one juice drink brand, is being boosted by a “vibrant” packaging update which research shows will increase purchase intent. The redesign ensures the product range fits “seamlessly together as a group while allowing individual flavors to stand out strongly on their own”.

Ribena, the number one juice drink brand, is being boosted by a “vibrant” packaging update which research shows will increase purchase intent. The redesign ensures the product range fits “seamlessly together as a group while allowing individual flavors to stand out strongly on their own”. It is being supported by a £4m media spend using TV, posters and social media.

Emmeline Purcell, senior brand manager, said: “Our new designs reflect the fun and playful qualities of the brand. Ribena continues to show market leadership through great in-store execution and creative campaigns.” The new look will start appearing on-shelf from Monday (17 April) initially in the 500ml format and will roll out across the range of ready-to-drink, carton and squash formats throughout 2017.

Source: Lucozade Ribena Suntory