JWT’s London office won lead creative duties on the Ribena account.
Never heard of it? Ribena is a UK-based bottled juice company that was once #4 in that market before being acquired from GlaxoSmithKline by Japanese group Suntory. It now claims to be the most popular such brand in the United Kingdom, so it’s like a mix of Naked Juice and Sunny D.
The client, which announced an agency review back in October 2014, is big enough to attract Grey London (which runs global creative), Mother, and VCCP to pitch alongside JWT. Incumbent M&C Saatchi had run the account in the UK and Ireland since 2005 but was not involved in the pitch “given the opportunities…within the soft-drinks category.”
The client’s marketing director on why JWT won:
“As well as showing some strong strategic thinking, the pitch team demonstrated a deep understanding of the brand’s rich history, its wonderful personality and the great opportunities that lie ahead.”
From London CCO John Cherry:
“Quite simply, Ribena is great. It holds a special place in the hearts of the British public. To get the opportunity to move it forward and make it even more loved is truly fantastic.”
This was Saatchi’s last work for the client: