Advertiser: Ribena Brand: Ribena Creative Agency: - Credits: -
Last year, Ribena recalled 5 products nationwide due to production defects. Our reputation suffered with mothers, causing Ribena’s market share to plummet from 11% to 2.6%. Our priority was to recover back Ribena’s 11% value market share from before the crisis happened.
Insight, Strategy and the Idea
To regain mothers’ faith, we needed to use a core medium that she trusts. We found that only 2 people can influence her to change her mind in the kitchen: (1) Her Child & (2) A Professional Chef. Mothers have an eternal soft spot for children, her hearts melting at the simple sight of kids’ chubby cheeks. While she trusts the opinions of professional chefs when it comes to serving the right food & drinks in the kitchen. We found one person who fulfills BOTH criteria at the same time DanishHarraz, 11 years old kid baker and junior masterchef! By speaking through the chubby kid baker as our core medium, mothers would fall in love with the baker and trust his experiments with Ribena as part of recipes across both beverages and desserts, giving us an edge over our other beverage competitors.
Our trusted core medium will be used to drive the mothers’ ‘ME TIME’ mediums. These are mediums that she consumes when she’s relaxing, after tucking her kids to bed. It’s when she’s most susceptible to watching entertaining content like cute babies or cat videos. They make for the perfect space to deploy our core medium: our chubby kid. While mothers are scrolling on social, we deployed our core medium by converting Danish’s social pages into a ‘recipe book’ platform, allowing mothers to fall in love, save and share the recipes she loves. Throughout the month, Danish released detailed video tutorials with Ribena recipes, resulting in a total repository of 64 social postings recipes from invigorating beverages like Ribena Lychee Refresher, to sweet hits like Ribena Crinkle Cookies & Ribena Blueberry Cake. While she’s watching her dramas on TV and video websites, we dominated the space with a video series of “Danish’s Adventures with Ribena”, chronicling how he celebrates festive with Ribena. The series ended with a musical karaoke episode of an originally composed Ribena festive theme song sang by Danish and his family! When Danish notices that Ribena Crinkle Cookies was his most popular recipe, we released limited edition Ribena cookie containers as a complement, driving mothers in stores. In supermarkets, we took over the centre aisles with giant displays of Danish to attract mothers towards our shelf. Utilizing the cookie containers as a media space, we printed out more Ribena custom recipes into the cookie containers to further reward mothers for experimenting with Ribena as an ingredient.
Results and Effectiveness
We achieved 11% value market share within a month. Our sales value increased by +67% more than before the crisis happened. Danish’s Ribena recipe posts were saved at average of 76 times per posts, with some posts getting up to 969 saves! Danish’s videos were also covered in various content portals, leading to more than 14,000 social shares.