GlaxoSmithKline has employed branding agency Aesop to create the packaging for the major launch of its Ribena Plus extension, due to go on sale in the UK at the end of February.
Backed by a £6m marketing spend, the new Ribena Plus is targeting primarily young women and mothers looking for products with functional and perceived health benefits for themselves and their families.
Ribena Plus Apple & Peach and Blackcurrant Immunity Support contain added vitamins A, C and E, while the Apple & Raspberry and Mixed Berries variants contain added calcium.
“The launch of Ribena Plus really moves the brand on in terms of boosting its health credentials,” says Aesop executive creative director Martin Grimer.
“So with this design, 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.”
Ribena group brand manager Hannah Norbury comments: “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.
“The resulting design is one that still retains the quality and fruit goodness cues associated with Ribena,” she adds, “but also introduces an element of health and science to reflect the added health benefits that make it Ribena Plus.”
Ribena Plus comes in cordial and ready to drink in a range of formats, including bottles and tetrapaks. GSK undertook extensive research to ensure the health benefits and flavours used are the ones with highest consumer appeal.
GSK's new Ribena Plus, with design by Aesop Brands
