Iconic British soft drink Ribena has launched a heartwarming new campaign that taps into the emotional power of taste and memory. Created in partnership with BBH and directed by Maceo Frost through production company Knucklehead, the campaign introduces the brand’s new platform: “There’s No Taste Like Home.”
Celebrated for its rich blackcurrant flavour and longstanding presence in British households, Ribena is much more than just a drink—it’s a symbol of comfort, family and togetherness. For generations, it has evoked childhood memories, Sunday afternoons, and rainy summer days spent indoors with loved ones.
The campaign’s centrepiece is a series of emotionally charged films that follow two siblings as they reconnect over their favourite childhood drink. As they sit in their living room, sipping Ribena, the boundaries between past and present dissolve. Rain begins to pour indoors, transforming the space into a nostalgic recreation of a classic British garden scene. They’re transported to a joyful moment from their youth—splashing in puddles while their mum brings them Ribena. It’s an ode to the timeless rituals and small comforts that define home.
Sarah Fleetwood, Head of Ribena at Suntory Beverage and Food GB&I, explained the thinking behind the campaign: “Ribena has been loved by British families for generations. It continues to evoke powerful feelings of comfort and connection. This campaign isn’t about creating something new—it’s about amplifying what’s always made Ribena special. There’s no taste like Ribena, and no feeling quite like being at home.”
Alex Grieve, Global CCO at BBH, added: “Ribena is not just a brand, it’s a national treasure. People love Ribena because it acts like a time machine, taking them back to the memories that shaped them. ‘There’s No Taste Like Home’ captures that emotion perfectly.”
Early testing suggests the message is resonating. The lead ad scored an impressive 5.9 in System1 testing among soft drinks buyers—a top-tier result that signals strong growth potential.
To support the campaign, Ribena is investing £7 million in a nationwide rollout across TV, VoD, YouTube, and 60,000 points of disruption in retail locations. The media plan, managed by EMC, will run from July through September, ensuring the message reaches audiences at every touchpoint.
By pairing a beloved flavour with emotional storytelling, Ribena’s latest campaign doesn’t just market a product—it celebrates a feeling. And for many across the UK, that feeling is unmistakably home.
