60 seconds with...Ribena's Emmeline Purcell

Ribena's senior brand development manager, Emmeline Purcell, discusses the brand's repositioning and the thinking behind its recent Colouring Café pop-up in London.

Ribena’s senior brand development manager, Emmeline Purcell, at the brand's Colouring Café
Ribena’s senior brand development manager, Emmeline Purcell, at the brand's Colouring Café

How has Ribena’s marketing strategy changed in 2016?

Ribena repositioned its brand in 2015. The first big shift in our strategy was to move away from talking about the functional benefits of Ribena and messages about Vitamin C to talking about its great taste.

We also changed who we are talking to. In the past, we spoke to mums about squash but a huge amount of the brand’s growth in last few years has come from a younger pre-family audience. When we asked people what they love about Ribena they kept referring to its unique fruity taste and described it as 'Ribenary'. This is where the ‘You can’t get anymore Ribenary’ campaign was born from. The idea is that Ribena’s flavour is unique and there is no other way to describe it other than ‘Ribenary’.

Why did you host a pop-up Colouring Café recently?

The one-day Ribena Colouring Café pop-up in Covent Garden in London was a way to talk to this new audience and bring to life our campaign in a way that is relevant to them. Colouring is on-trend at the moment and popular with this audience. It is also positively rewarding so we wanted to bring people together in a familiar and comfortable café environment, but in a ‘Ribenary’ way with lots of colour, energy and fun.

What did you want visitors to take away from the experience?

Throughout the day visitors coloured in a tile, which was then placed alongside other people’s tiles on a wall to create a giant illustration. The day ended with the unveiling of the illustration with a light projection show using music from our advertising campaign. This was an extra surprise and an uplifting end to the day. We wanted people to celebrate the work they had contributed to and to leave feeling positive about the experience.

How will you measure the success of the event?

Through registration numbers and reactions on social media. We will look at what people were saying and sharing on social media. This event was a catalyst for a much wider campaign, which launched in April with a TV advert and a national outdoor campaign promoting new flavours in our Ribena Light range.

What’s next?

We will continue to find ways of bringing to life the taste and feeling of Ribena in relevant and meaningful ways for our audience, to bring them things they are interested in and can relate to.

Will you do more experiential activity in the future?

We will look at all options. We need to create meaningful interactions and experiential is a key way to do that, but it must always be done on scale. Our approach is always to make sure the event is shared beyond the event day itself to spread our 'Ribenary' message to more people.

More: Event TV: Ribena's Colouring Café

In pictures: Ribena's pop-up Colouring Café

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