Iconic British soft drinks brand Ribena is unveiling a new look on shelf and a powerful new advertising campaign, ‘There’s No Taste Like Home’. Backed by a multi-million-pound investment, the relaunch focuses on brand building and driving more shoppers to rediscover their favourite childhood drink for themselves and their families.

Nearly two years in the making, Ribena’s refreshed positioning is grounded in one of the most comprehensive consumer insight journeys the brand has ever undertaken.

Core Brand Innovation

As part of Suntory’s Core Brand Innovation (CBI) programme, a proven, consumer-first approach to brand building used across Japan and Europe, Ribena embarked on one of its most extensive insight initiatives to date. The brand engaged over 1,000 participants through ethnographic research, focus groups and quantitative research – placing the consumer at the centre of every stage of development. It led to the uncovering of a consistent theme: the distinctive taste of Ribena evokes powerful childhood memories and the comfort of moments of family connection. Rather than reinvent the brand, the team embraced this emotional truth as a springboard for growth. The result is a distinctive new campaign:  Ribena - there is no taste like home.

Sarah Fleetwood, Head of Ribena, Suntory Beverage & Food GB&I, comments:

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. Not only do we think that is what makes our brand unique, but it’s something worth celebrating and that is 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.

Brand Visual identity and Packaging Redesign

Developed in partnership with global design consultancy Elmwood, Ribena’s new visual identity focuses on amplifying its most distinctive assets, not reinventing them. A larger, more prominent logo reinforces brand recognition. Real fruit imagery highlights Ribena’s long blackcurrant heritage while a new juicy droplet icon signals taste and treat. Richer, high-contrast colours improve standout and premium gold accents elevate the design. In consumer testing, the refreshed pack improved purchasing, unaided recall, taste and overall appeal – all while remaining recognisably Ribena.

New creative work

To bring its refreshed brand positioning to life, Ribena partnered with BBH to create a new communications platform: ‘There’s No Taste Like Home, which captures the emotion behind the moments and memories that Ribena evokes in households across the nation, At the heart of the campaign are two films that follow a pair of siblings sharing a glass of Ribena. As they sit back, the unique taste of Ribena triggers a powerful memory – their living room transforms into a rainy British summer, where they relive a happy childhood moment splashing in puddles as their mum calls them in. The lead ad scored a remarkable 5.9 among soft drinks buyers in System1 testing – a top-tier result that indicates exceptional growth potential.

Alex Grieve, global CCO at BBH, says: 

Ribena is not just a brand, it’s a national treasure. 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.

To bring the campaign to life, Ribena is investing £7 million through-the-line across TV, VoD and YouTube, supported by 60,000 points of disruption in store. The activity will run nationwide from July to September 2025.