Ribena TVC


This is a low cost animation production playing with the rather popular TV show 超級巨聲. It's not a great idea but the message is clear "Ribena is made from blackcurrant, rich in Vitamin C". The ad compares blackcurrant with grape. Is it trying to counter other grape juice products like Minute Maid ? Or is it trying to clarify that Ribena is not made from grape ? For an established brand like Ribena where there is no more new news about the product function, maybe it would better to strengthen the brand on the emotional ground.



Comments

stripeboy said…
其實這個廣告是來自澳大利亞的，原版在此: http://www.youtube.com/watch?v=QldldstecfQ

我想，廣告的真正目的不是澄清「利賓納的確是用黑加侖子製造的」，而是要表達「利賓納只會用最好的黑加侖子」（所以黑加侖子要加入利賓納，先要參加歌唱選拔賽！），維他命Ｃ這一點相對來說只是其次。英國本土亦有採用類似的賣點。

我認為新廣告效果至少好過找「艾粒」拍廣告吧？
4:33 pm
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