Ribena with lemon



Ribena is a brand with long history. It's a blackcurrant syrup with very single-minded selling point : more vitamin C than orange. Sustaining a brand long term is never easy. Once on decline, it has managed to turn around with smart marketing. One turning point was its launch of the squeeze foil pack offering convenience and targeting at the younger generation. Another smart initiative, I must say, is its market extension to the tea meal house market with Ribena with Lemon. It's a marketing initiative that takes insights, commitment from the management and a lot of hard works by the sales people. Originally sold at supermarkets and convenience store, you can imagine the amount of effort and resources that are required to get into a new arena . It's about risk taking and it takes all the guts to go for it. If we ever have a HK FMCG marketing casebook, I think it should be on the top of the list.

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