JWT beats Mother, VCCP and Grey London (Ribena global agency) to win the account through all stages of the pitch that started in the last quarter of 2014. JWT is tasked with creating a new brand position for Ribena in the UK and Ireland to broaden its appeal. M&C Saatchi, the incumbent agency for nine years did not pitch, and Grey London is not affected by JWT’s appointment to the UK business.
Hannah Norbury, the marketing director at Ribena, said: “As well as showing some strong strategic thinking, the pitch team demonstrated a deep understanding of the brand’s rich history, its wonderful personality and the great opportunities that lie ahead.”
Hannah Norbury, Ribena Marketing Director said: “We are very excited that JWT will be joining us on the next phase in the history of this great brand. As well as showing some strong strategic thinking, the pitch team demonstrated a deep understanding of the brand’s rich history, its wonderful personality and the great opportunities that lie ahead.”
James Whitehead, J. Walter Thompson London Executive Partner said: “Ribena is such an important brand with so much opportunity, so we are all thrilled to be chosen for this partnership. We can’t wait to get started!”
Ribena was once No.4 in the UK market before being acquired from GlaxoSmithKline by Japanese group Suntory. The popular ready-to-drink (RTD) brand ran into trouble waters between 2001 through 2007 and ultimately sold the Lucosade/Ribena brand to Japanese company, Suntory.
In 2001, the Food Commission in the United Kingdom criticised the sugar levels in regular Ribena, by 2004 Anna Devathasan and Jenny Suo, students from Pakuranga College in Auckland, New Zealand, found out that claims of “four times the vitamin C of oranges”, were not true and much lower at 22 mg/100mL. GlaxoSmithKline was charged to court, pleaded guilty and was fined NZ$217,500.
Again by 2007, a study conducted by the Australian Consumers’ Association for Choice magazine revealed that blackcurrant juice only constituted 5% of the Ribena fruit drink product.
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