GSK pitches new 'functional' Ribena at young women in large-scale launch

01-Mar-2012 - Last updated on 01-Mar-2012 at 16:37 GMT

GlaxoSmithKline (GSK) is set to launch a new ‘functional’ Ribena range in the UK this week – its largest drinks launch in 20 years – with new packaging designed to appeal to its “two key target audiences” in young women and mothers.

Further details are sketchy as yet, however the new products (pictured) are based on traditional Ribena soft drink, but have added vitamins and minerals to cater for an increasingly health conscious market interested in added value, functional products.

Available in cordial and ready-to-drink (RTD) formats, and in bottles and Tetra Paks, Ribena Plus Apple & Peach Immunity Support will contain added vitamins A, C and E, while Apple & Raspberry and Mixed Berry flavours contain added calcium for healthy bones.

GSK has set aside a £6m marketing war chest, and appointed branding agency Aesop to design new product packaging aimed at appealing to young women and mothers “trying to get added goodness and health benefits into their families”.

GSK was unavailable for comment, but a statement issued by Aesop said that the consumer healthcare giant had conducted extensive research to ensure that health benefits and flavours used were the most relevant and held the “highest consumer appeal”.

Healthy helix device

Discussing the packaging design, Martin Grimer, Aesop’s executive creative director said: “We moved on Ribena’s visual equities by introducing a healthy helix device that brings together both taste and refreshment and also suggests science and dynamism. It’s the Ribena everyone loves, but credibly healthier.”

Hannah Norbury, Ribena, group brand manager, at Ribena said: “Aesop really challenged us to move beyond the boundaries of the existing visual assets associated with the brand in order to develop a design for Plus that signified this is something new and different from Ribena.

Norbury said the end design was one that still retained the quality and fruit goodness cues associated with Ribena, but introduced an “element of science and health” to reflect added health benefits “that make it Ribena Plus”.

Dating back to the 1930’s, standard blackcurrant-based fruit drink Ribena comes in apple, orange and raspberry and pomegranate flavours; there is also a low-calorie version ‘Ribena Really Light’.