Malaysian Media Awards Winners Showcase

Challenge
Ribena wanted to increase sales by becoming the festive drink during the Ramadhan fasting month. Due to price and heritage, Ribena tended to lose market share to other brands.

Solution
Breaking fast is a much anticipated occasion during Ramadhan. Malay mothers are on a constant lookout for exciting new recepies. From this insight, we chose to show a slice of Ramadhan life with Ribena by sponsoring Shamsul@Bazaar. We leveraged on Shamsul’s credibility to recommend delicious dishes and beverages, with Ribena as a central ingredient in the recepies.

Execution
We integrated a 3 minute Ribena step-by-step recipe preparation into our sponsored reality program, Shamsul@Bazaar. To increase the affinity with Ribena, we dressed our Ribena Berry icon in a traditional Malaysia ‘Songkok’ which was featured in Promo spots doubling up as greeting advertisements showcased a purple Ribena frame with Berry wearing a ‘songkok’. To add extra flavour, guests like Dato’ Farid and Maria made special appearances, sharing their breaking fast experiences with Ribena.

Results
Shamsul@Bazaar averaged 1.5 million viewers duting its 4-week Ramadhan broadcast. Ribena then made such a fast break into the Ramadhan market that stocks in hypermarkets and supermarkets were cleared after the campaign started! The AC Nielsen Retail Audit reported that Ribena’s Market share increases an astonishing 38% during Ramadhan!