Ribena: Chin Up

The Challenge

Young adults love Ribena, but they don’t drink it. This started to show in the numbers. Time to return Ribena to market-leading growth.

The Solution

We know young people ‘feel’ life’s little stumbles pretty deeply, and that they turn to surreal, dry humour to get through the trickier times.

We can’t solve their problems but we can give them a laugh.

So we leaned into this with a brand platform built around self-deprecation, surrealism, and camaraderie, with technicolour supercharging the purple and a youthful new illustration style.

Chin Up. Ribena helps us see the humour in life’s awkward little stumbles. 

The Results

Our work for Ribena is fresh to the market, so we’re still looking at our impact. Watch this space.





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We believe in the power of difference to make a difference. Which is why we will always strive to make work that zags when the world zigs. Advertising is just one part of the total brand experience. Our zags help clients creatively out-manoeuvre their competitors, making their marketing work harder. It’s why we are IPA Effectiveness Agency of the Year – four years in a row.

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