Soft drink brand Ribena is bringing back its iconic ‘Summertime’ ad to TV screens this summer as part of its 85th anniversary celebrations.
First launched in 2014 by London agency M&C Saatchi, the spot has been adapted by BBH for modern TV formats, with the inclusion of an updated end frame and a shortened 20-second edit. Running across video-on-demand from 1 June, the spot will break on TV from Monday (5 June).
The playful creative of CGI blackcurrant berries frolicking in a pastoral summer scene has become a firm fan favourite since it first aired in 2014, with frequent calls from fans for the ad to be brought back.
“Our classic ad brings to life the very core of what consumers know and value about the brand – amazing taste, nostalgia and being the home of the original and much-loved British blackcurrant,” Ribena head of brand, Sarah Fleetwood said.
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“From our packaging and bottle design to Ribena’s long-standing partnerships with British farms and farmers, our commitment to sustainability hugely excites me and it’s the synergy between this work and the creative that resonates with viewers and celebrates our distinctiveness.
She added: “Not only are we reviving our much-loved Berries advert, but we’ve also helped families across the UK celebrate huge occasions, like the Coronation, with our summer events series.
“And to continue the 85th celebrations, we have our biggest-ever partnership with Hasbro launching in-stores, with more exciting brand partnerships to be announced later this year, which we can’t wait to reveal.”
Backed by a £5 million-spend, the campaign will see a wide-ranging partnership execution with games company Hasbro, offering customers the chance to win family games every hour through a special on-pack promotion. Further executions are set to be launched throughout the summer, including other partnerships.
