# Humorous Juice Campaigns The Ribena 'Chin Up' Campaign Makes Light of Mistakes By Michael Hemsworth | Published 2022-06-01 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ribena-chin-up-campaign References: [talkingretail](https://www.talkingretail.com/products-news/soft-drinks/chin-up-advertising-campaign-looks-to-boost-sales-of-ribena-31-05-2022/) & [ribena](https://www.ribena.co.uk)  The [Ribena](https://www.trendhunter.com/trends/ribena-partnership) 'Chin Up' campaign has been launched as a funny series of commercials that encourage consumers to laugh through embarrassing moments or stumbles. The campaign consists of several [new TV commercials](https://www.trendhunter.com/trends/rc-cola-campaign), out-of-home advertising, online videos, in-store marketing and more. The 'Chin Up' tagline is meant to be an encouragement to not be so hard on oneself, while also making a connection to the action of taking a sip of the brand's signature juice product. Head of Ribena at [Suntory Beverage & Food GB&I](https://www.trendhunter.com/trends/ribena-zero-sugar-sparkling) Charlotte Flook spoke on the Ribena 'Chin Up' campaign saying, "With the brand in strong growth of 15%, now is the perfect time to launch our new campaign. This new positioning will drive reappraisal of the drink to help retailers to grow their sales of the brand in-store across our ever-popular ready-to-drink and squash ranges." ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 13% | Activity: 60% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Humorous Marketing:** Businesses can adopt a funny and relatable marketing approach to connect with their audience and build brand loyalty. - **Emotional Marketing:** Creating campaigns that evoke emotions like joy, hope, and nostalgia can appeal to consumers and leave a lasting impression. - **Multichannel Advertising:** Using multiple marketing channels like TV commercials, online videos, out-of-home advertising, and in-store marketing can increase visibility and reach a wider audience. ### Where This Applies - **Beverage Industry:** Beverage companies can leverage humorous marketing to differentiate themselves from competitors and increase their brand presence in stores and online. - **Advertising Industry:** Advertising agencies can create emotionally-driven and multichannel campaigns that resonate with consumers and generate buzz for their clients. - **Retail Industry:** Retailers can partner with brands that have successful humorous marketing campaigns to attract customers and increase sales in-store and online. ## Related on Trend Hunter - [Juice-Branded Summer Campaigns](https://www.trendhunter.com/trends/never-grow-up-campaign.md) - [Emotion-Driven Cider Campaigns](https://www.trendhunter.com/trends/angry-orchards-latest-campaign.md) - [Humorous Energy Drink Campaigns](https://www.trendhunter.com/trends/lucky-energy.md) - [Cheeky Childhood Yogurt Campaigns](https://www.trendhunter.com/trends/petit-filous-mischief-makes-us.md) - [Sparkling Sugar-Free Squash Drinks](https://www.trendhunter.com/trends/ribena-zero-sugar-sparkling.md) - [Cheeky Projection Tea Campaigns](https://www.trendhunter.com/trends/typhoo-oo-please-campaign.md) - [Heartfelt Beverage Campaigns](https://www.trendhunter.com/trends/a-real-boost.md) - [Chaotic Milkshake Campaigns](https://www.trendhunter.com/trends/just-feel-the-urjj.md) - [Humorous Green-Tea Brand Campaigns](https://www.trendhunter.com/trends/gen-tea.md)