Ribena

Slotting in at 34th place in this year's Top 100 league, its name has long since ceased to be solely applied to bottled blackcurrant concentrate, and can be found on an ever-expanding range of products.

The brand is now in its 70th year, and to celebrate and maintain the ongoing process of keeping public interest in a name which has been in shops since the 1930s (and was used as a free, Government-supplied vitamin C booster during World War Two), the packaging has been entirely revised.

In 2007 Ribena expanded its Really Light range with raspberry and pomegranate flavours, and also extended Really Light blueberry varieties with 600ml, 1-litre concentrate and 288ml Tetra Pak derivatives.

The company also looked to boost retail sales with the launch of ready-to-share 1.25-litre bottles.

Ribena also committed £7m to what it described as an integrated marketing campaign intended to re-position the brand as a drink for young adults, helped in part by product launches and a television, cinema and online commercial using similar 3D animation technology used in animated movies such as Shrek. This features animated berries making a perilous journey to Ribena's factory.

Some came to sticky ends, and TV viewers could view a variety of them by pressing the red buttons of their remote controls.

The brand also embraced interactive technology, with the launch of a website called www.berrysplat.tv on which the public could vote on the best alternative endings for the commercial, as suggested by Ribena consumers. The creator of the most popular idea was eligible for a £1,000 prize.

2007 £140.2m
2006 £153.1m
yoy change -8.4%[b/]