Ribena's taste of nostalgia

Ribena, which for many was the go-to childhood drink, holds a unique place in a lot of people’s hearts; a vivid reminder of youthful exuberance and parental oversight.

BBH London has tapped into those memories for it's new campaign for the brand, which couple's the blackburrent drink's distinctive flavour with the memories it evokes.

In There’s No Taste Like Home, which is directed by Maceo Frost through Knucklehead, we follow the story of two siblings sharing their favourite childhood drink. As they sit back, past and present collide as the nostalgia of a classic British summer unfolds in their living room. Rain pours from the ceiling as they relive a special moment from their childhood, splashing in puddles in the garden as their mum brings them Ribena.

“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," said Sarah Fleetwood, Head of Ribena at Suntory Beverage & Food GB&I. "Not only do we think that is what makes our brand unique, but it’s something worth celebrating and that’s what we set out to do with this new refresh. 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.” 

“Ribena is not just a brand, it’s a national treasure," added Alex Grieve, Global CCO at BBH. "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.”