UK | Iconic British soft drinks brand Ribena has unveiled a new look on shelf and a powerful new campaign, ‘There’s No Taste Like Home’.
Backed by a multi-million-pound investment, the relaunch focuses on brand building and driving more shoppers to rediscover their favourite childhood drink for themselves and their families.
Nearly two years in the making, Ribena’s refreshed positioning is grounded in one of the most comprehensive consumer insight journeys the brand has ever undertaken.
As part of Suntory’s Core Brand Innovation (CBI) programme, a proven, consumer-first approach to brand building used across Japan and Europe, Ribena embarked on one of its most extensive insight initiatives to date.
The brand engaged over 1,000 participants through ethnographic research, focus groups and quantitative research – placing the consumer at the centre of every stage of development. It led to the uncovering of a consistent theme: the distinctive taste of Ribena evokes powerful memories of childhood and the comfort of family moments.
Rather than reinvent the brand, the team embraced this emotional truth as a springboard for growth. The result is a distinctive new campaign: Ribena - there's no taste like home.
“Ribena has been loved by British families for generations, and today it continues to evoke powerful feelings of comfort and connection for so many people. Not only do we think that is what makes our brand unique, but it’s something worth celebrating, and that is what we set out to do with this new refresh,” said Sarah Fleetwood, Head of Ribena, Suntory Beverage & Food GB&I.
“It’s not so much a new campaign as a dial-up of our roots, proudly turning up the volume on what makes Ribena special for our consumers. We looked to our heritage and the answer was easy to find - there’s no taste like Ribena and no feeling quite like being at home.”
Developed in partnership with global design consultancy Elmwood, its new visual identity focuses on amplifying its most distinctive assets, not reinventing them. A larger, more prominent logo reinforces brand recognition.
Real fruit imagery highlights Ribena’s long-standing blackcurrant heritage, while a new, juicy droplet icon signals a taste and treat. Richer, high-contrast colours enhance the standout, while premium gold accents elevate the design. In consumer testing, the refreshed pack improved purchasing, unaided recall, taste and overall appeal – all while remaining recognisably Ribena.
To bring its refreshed brand positioning to life, Ribena partnered with BBH to create a new communications platform: ‘There’s No Taste Like Home, which captures the emotion behind the moments and memories that Ribena evokes in households across the nation, At the heart of the campaign are two films that follow a pair of siblings sharing a glass of Ribena.
As they sit back, the unique taste of Ribena triggers a powerful memory – their living room transforms into a rainy British summer, where they relive a happy childhood moment, splashing in puddles as their mum calls them in.
“Ribena is not just a brand, it’s a national treasure. People love Ribena because it acts like a time machine, taking them back to the memories and moments of home that shaped them. ‘There’s no taste like home’ reminds us, there’s no drink quite like Ribena,” said Alex Grieve, global CCO at BBH.
To bring the campaign to life, it has invested GBP 7 million through-the-line across TV, VoD, and YouTube, supported by 60,000 points of disruption in-store. The activity will run nationwide from July to September 2025.
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