GlaxoSmithKline’s Ribena brand has rolled out its largest drinks launch in over 20 years this month, Ribena Plus.
GSK nutritional design team has worked in partnership with DCA to create the structural packaging for the major launch of its Ribena Plus extension, which went 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.
The revamped juice drink builds on the success of traditional Ribena but with added vitamins and minerals designed to appeal to an increasingly health conscious market. The graphic branding is by the GSK nutritional design team in partnership with Aesop.
The new bottle shape draws upon the heritage of the existing Ribena bottle, but brings a more engaging look and contemporary feel through accentuated curves for greater grab-ability of the pack.
