Own Your Taste

“Own Your Taste” is a platform designed for ZAlphas who unapologetically embrace their individuality. Positioned as a rallying cry, it encourages them to stand by their preferences while reinforcing Ribena’s association with “taste”.

With a generation that defines its own aesthetic, this shaped how the brand shows up. We began with Ribena’s most distinctive asset, its mascot, and reimagined Ribbey alongside an animation studio to better connect with this audience. While the initial pitch explored a larger-scale rollout, the final execution centred on refreshing the mascot and bringing the platform to life through “Own Your Taste.”