Research | PH2107 Transition

Ribena

Within a video I watched of all the Ribena adverts for the past 41 years (https://www.youtube.com/watch?v=GUGhFju64AM), it shows all the adverts as being animated cartoons and very colourful. I like the way that the adverts all talk about the positives of Ribena, but I wanted my advert to show it visually, instead of the viewer being told. The aim of my video was to show that Ribena is better than any other drink.

Ribena 1982:

The first Ribena advert that I could find showed the animated blackcurrants rummaging through a jungle, showing that Ribena is the perfect drink for any occasion. It ended by showing a single carton of Ribena agains a colourful background in summer. This associates Ribena with happy, fun times.

Ribena 2000:

This advert from 2000 still shows the cartoon blackcurrants playing around. Every advert uses the repetition of the word "goodness" which informs the viewer of everything good that the drink is packed with. Each advert is informative to the audience as it shows what each drink contains. Ribena's head of brand states that the adverts bring to life what the consumers love about the brand- amazing taste and nostalgia.

Ribena 2023:

These images are taken from a 2023 advert for Ribena. As we can see, the general concept of the advert hasn't changed since the 80's. It still includes animated cartoon berries as the main subject. The consistency of the playful blackcurrants in each advert creates a sense of familiarity for the viewers. I like the way it shows the drink being poured and then the shot of it at the end. I would like to incorporate this sort of shot within my own advert.

I think these adverts have continued to be successful throughout their time because they have been consistent since the very beginning. The majority of each advert is the same, the only real change is the modernisation of the animations as technology progressed.

Ribena on Instagram:

The aim of the Ribena Instagram account is to spread the advertisement of their brand. It contains videos of people behind the scenes at the Ribena farm, as well as pictures and short videos of people enjoying a glass of Ribena.

They are very in keeping with the time of year as they have a Ribena wrapping paper for Christmas time, and a Ribena Monopoly board game they posted about in the summer. This shows that they are making an effort to stay relevant and remembered throughout all times of the year. Much like their TV adverts, their Instagram account also shows pictures and videos of the bottles of Ribena being consumed or poured into a glass. All the Ribena adverts are full of colour which makes the advert feel happy and upbeat, reminding people of good times.

General Drinks Research

I have also researched some other drinks adverts to see if I could take any inspiration from them.

Chocomel:

While watching TV, I saw the Chocomel advert and it caught my attention because it has incorporated humour into it which I find is more likely to grab the attention of the audience. Also, I find that humour and an unserious nature makes an advert become memorable and more likely to stand out amongst the rest of the generic adverts. That's why I liked the Chocomel advert, because it was unserious, yet it conveyed the product well.

The tag line for the brand is "Sharing not required" and the advert really portrays that message as it starts off with a lady holding the Chocomel, as there is a man locked out the house while she drinks it.

Later shows a man slamming the door while he drinks it so no one else can find him.

I took inspiration from this advert because I found it very memorable, and as soon as I decided on making an advert for a drink, I instantly thought of this advert and kept it in mind when making my own. I think the comedic nature makes it much more enjoyable and stands out to me when I think of an advert.

Beer:

While thinking about creating my advert, I knew I wanted to make it seem satire and possibly humours, so I decided to almost mock the serious adverts for alcoholic beverages, such as beer. Beer adverts have always been similar, with a dramatic shot of the beer being poured in slow motion so we can see the bubbles, and the glass always has condensation dripping down it to show the beer is crisp and cold.