Ribena returned its iconic ‘Summertime’ ad to TV screens over the summer as part of its 85th anniversary celebrations.
First launched in 2014, the playful creative of CGI blackcurrant berries frolicking in a pastoral summer scene has become a firm fan favourite since it first aired, with frequent calls from fans for the ad to be brought back. The brand’s 85th birthday was a timely milestone to remind families that there’s nothing like Ribena. The ad features animated blackcurrants dancing along to the tune of In the Summertime and was adapted for today’s modern TV formats, including an updated end frame and a shortened 20” version.
“Our classic ad brings to life the very core of what consumers know and value about the brand – amazing taste, nostalgia and being the home of the original and much-loved British blackcurrant,” Ribena head of brand, Sarah Fleetwood said.
This isn’t the only case of resurgence of nostalgic advertisements. The iconic 90s McVitie’s BN biscuits advert has been relaunched after a decade-long hiatus. The ‘BN BN, do doo do doo-do’ theme tune first appeared in a 1999 TV advert, with the catchy tune rising to fame throughout the early 2000s. Now the song is back as part of a new radio ad airing across UK stations.
Aslı Özen Turhan, Chief Marketing Officer at pladis UK&I said: ‘We’re so excited to bring back the beloved ‘BN BN’ tune, which is undoubtedly a nostalgic jingle for many, especially those who remember the original 90s TV commercial.
Great to see these campaigns back. It reminds us of two common mistakes that marketers can make with their brand advertising and communications. The first is changing a great campaign because they think it’s wearing out when most consumers have barely noticed it even exists! Clients and agencies get bored long before their audience. Of course, data can show wear out, but it is often best to join the ‘just one more flight’ school of advertising. And even then, look to refresh a winning idea rather than kill it off.
The second mistake is not recognising gold dust when you have it. Most advertising produced by good clients working with good agencies is worthwhile, but truly memorable campaigns and creative ideas are unicorn rare. New CMOs and brand teams, some fresh feedback on the advertising or just over-confidence can prompt the disruptive search for a better idea. Sometimes that is the right thing to do, very occasionally it works, but given how hard it is to produce breakthrough advertising it is usually the triumph of hope over experience.
In the case of Ribena, this is a fabulous campaign that emotionally engages, and the idea magnifies the point of difference – the concentration of British blackcurrants. Worth noting the campaign goes back long before this iteration and the animated berries of the previous era and the ‘No, No, No’ ad were hugely successful. We suspect the brand team keep with it because it works. The ‘BN BN’ ad is simply brilliant and must drive memorability and mental availability. Change it at your peril.