In September 2011 we pitched and won the GSK Ribena brief, reconnecting the brand with UK consumers. Our first role was to launch Ribena Plus, Ribena’s biggest product launch in 20 years, to families (especially mums). Working with such a well known household brand is exciting but is also a huge challenge. We needed to find a creative route that would appeal to mums but also wider to those who have been drinking Ribena for years and love the brand.
Now in Unity we have a lot of people who have babies and children. We are part of the marketing communities dream. We have read the Gina Ford books and we have felt that we are not doing as well as the neighbours. We have been at the party where all the other children play nicely while our children set about burning down the house or pulling the head off all the other kids’ dolls. Look this is not easy. It is emotional and let’s be honest - it is stressful.
Being told we are good parents, or bad parents, or even ineffective parents who need government advice and opinions is a trend of our times. Being concerned about your 'poor parenting' skills and the impact this has on children creates a double whammy of guilt and failure.
So for our work with Ribena we wanted to reflect this learned reality and connect with their audience in a helpful, constrictive, non-preaching narrative. We tapped into the shared knowledge we have with parents and our work with Netmums, the UK’s largest online parenting site.
The creative platform for Ribena Plus is ‘arming children to explore the world’ - so we needed to make exploration relevant to today’s mums.
We identified play as our core theme - and, specifically, exploration through play.
We created the Ribena Plus Play Report, looking into the ‘state of play’ for families in the UK.
The first chapter looks at how parents today are worried that they don’t know how to play. A lack of time and anxiety about not knowing how to create exploratory / imaginary play (making up stories, dressing up, creating nature walks etc) means that parents tend to buy them games and toys which come with a structure (such as video games) to take the pressure off them when they play.
This also helps parents to alleviate guilt about not playing with their kids through gift-giving rather than time-giving. However this means that children aren’t learning about open play - which involves exploration and imagination. This is really important for a child’s development as it helps them to socialise with the world around them, it helps them to exercise, it helps with cognitive development etc.
Total pieces of coverage: 59
Opportunities to see/hear: 93,301,148
PR value: £277,616
For every £1 spent we secured £4.16 worth of coverage and created 1,399 opportunities to see or hear campaign messaging*
* Excludes blogger and social media coverage