Monday, April 11, 2011
Glaxo's Ribena Berries Return to Screens
Marketing week has announced that GlaxoSmithKline are bringing back "Berries" characters to front an £11m integrated ad campaign.
The "Berries" cartoon characters can be heard singing about how Ribena contains a daily dose of Vitamin C.
The 30 second ad, which can be seen here, comes after GlaxoSmithKline were hauled over the coals regarding Ribena by two New Zealand schoolgirls back in 2007.
Schoolgirls Jenny Suo and Anna Devathasan, who carried out a science project in 2004, said they were brushed off when they took their findings to the company, the Advertising Standards Authority and marketing organisation Brandpower. They had found, through their own project, that Glaxo's boast about Ribena being full of vitamin C was false. In fact, GlaxoSmithKline later admitted that its ready-to-drink Ribena, which its labelling said contained 7mg of vitamin C per 100ml, in fact had no detectable vitamin C content.
The judge fined Glaxo a total 227,500 New Zealand dollars for misleading advertising.
GlaxoSmithKline told the court it had not deliberately set out to mislead consumers, and the fault lay with its testing methods.
Interesting transcript of a radio interview with the two students who busted Glaxo back in 2004 here.
Hopefully the "Berries" in the new advertising campaign with be full of the Vitamin C that Glaxo claim they are.
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