Results and Effectiveness

Ribena sales off take increased by a whopping 15% during this exciting promotion. The market share amongst the youth increased by 3% ! quarter on quarter comparison.

Creative Execution

To celebrate their love, Berry and Lemon blogged their undying love they have for each other on Facebook. Soon, the audience caught on to their romance and it became sensational news on the popular youth channel, 8TV. TV host shared the breaking news of the couple’s hot and sizzling romance in a daily, 1-minute coverage of their courtship on television. The romance also caught on in the youth entertainment magazines where pictures of their love rendezvous were publicized like a Hollywood celebrity! They also shared inspiring love quotes for fans who kept up with their love story. For the finale, to test how much Berry and Lemon’s romance has influenced the young adults, they were challenged via an online contest to creatively and romantically declare their love to their partners.

Insights, Strategy and the Idea

Ribena with Lemon was perceived as a kids’ drink since its launch. The perception was a barrier to reach the youth who would not pick up the drink. Our challenge was to change this perception and woo young adults to the Ribena fold. Love and romance are integral to the DNA of youth. They talk, walk, live and love romance. Leveraging on that insight, we decided to bring Berry and Lemon to life as “human”-like characters. Our target audience is time poor and rarely consumes traditional media. Hence, we undertook the effort to consciously employ non-traditional media to lead the campaign. As Berry and Lemon fell in love, we amplified their novel love story on the “1st anniversary of their relationship” in order to be relevant to the audience’s stage of life.