Ribena Lemon TVC




You can see there is a change of advertising direction for Ribena Lemon from this TVC. There is an attempt of positioning it with occasion and location. Location of consumption is in fact kind of fixed : tea meal house. Occasion is whenever you are busy, drinking Ribena Lemon is the best way to relax. Target audience is obviously the white collars. The attempt is good but it runs into relevance issue. Do we do our works in tea meal houses ? Ribena/Ribena Lemon stands for the goodness of Vitamin C. What is the connection between that and relaxation ? I'd rather stick with the previous "alternative drink at tea meal house" and build an attitude around that over time.



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